INFORMATION DISSEMINATION OF XI’AN’S CITY IMAGE THROUGH ARTIFICIAL INTELLIGENCE (AI)
DOI:
https://doi.org/10.35631/IJLGC.1143029Keywords:
Audience Perception, Artificial Intelligence, Cross-Cultural Communication, Malaysia, Xi’an City ImageAbstract
This study explores the dissemination and reception of Xi’an’s city image in Malaysia under the empowerment of artificial intelligence (AI). With Xi’an’s rich cultural-historical identity, including its Silk Road heritage, UNESCO World Heritage sites, and Muslim-friendly food culture, the research examines how AI technologies reshape cross-cultural communication and audience engagement. Drawing on qualitative interviews with diverse Malaysian participants and NVivo-based three-stage coding analysis, three key themes emerged: Cultural-Historical Identity, Media Experience and Content Format, and Cultural Adaptation and Communication Barriers, converging in the core category of AI-enabled Cross-Cultural Dissemination of Xi’an’s City Image. Findings reveal that AI-driven media formats—such as short videos, virtual reality tours, and personalized content recommendations—were perceived to enhance dissemination efficiency and audience participation. These approaches broaden access to Xi’an’s cultural narratives and facilitated affective engagement and cultural affinity among participants, particularly through Muslim-friendly and localized content. However, participants expressed concerns over authenticity, algorithmic content homogenization, and insufficient cultural nuance, which may hinder long-term engagement and trust. AI serves as both an enabler and a challenge in cross-cultural city image communication. A human–AI collaborative approach is recommended, emphasizing cultural sensitivity, localization strategies, and diversified content formats. These findings advance research on AI-mediated city image communication by foregrounding audience reception in the Malaysian context and by highlighting the tension between algorithmic personalization and cultural authenticity.
Downloads
References
Al-Eisawi, D. (2022). A design framework for novice using grounded theory methodology and coding in qualitative research: Organisational absorptive capacity and knowledge management. International Journal of Qualitative Methods, 21. https://doi.org/10.1177/16094069221113551
Anderson, K. C., Albinsson, P. A., & Ducarroz, C. (2024). Peer-to-peer community on social media: An exploratory cross-cultural study. Journal of Consumer Behaviour, 23(3), 1285–1306. https://doi.org/10.1002/cb.2276
Arasil, M., Qadri, F., & Tahir, M. (2025). Role of culture in how AI affects the brand experience: Comparison of Belt and Road countries. Journal of International Marketing and Communication Studies, 18(2), 45–61. https://www.researchgate.net/publication/390393846
Banerjee, P., Nair, S., & Yamamoto, T. (2024). Digital platforms and cultural exchange in Asia: A social science perspective. Asian Journal of Communication, 34(1), 1–18. https://www.researchgate.net/profile/Priyant-
Banerjee/publication/386290103_Digital_Platforms_and_Cultural_Exchange_in_Asia_A_Social_Science_Perspective_on_Technology's_Role_in_Fostering_Cross-Cultural_Understanding/links/674c301f359dcb4d9d48e6ce/Digital-Platforms-and-Cultural-Exchange-in-Asia-A-Social-Science-Perspective-on-Technologys-Role-in-Fostering-Cross-Cultural-Understanding.pdf
Entman, R. M. (1993). Framing: Toward clarification of a fractured paradigm. Journal of Communication, 43(4), 51–58.* https://doi.org/10.1111/j.1460-2466.1993.tb01304.x
Global Perspectives on AI Bias. (2023). Addressing cultural asymmetries and ethical implications. Observer Research Foundation Reports.
Hall, S. (1997). Representation: Cultural representations and signifying practices. Sage.
Huang, Y., & Zheng, B. (2024). Social media users’ visual and emotional preferences of internet-famous sites in urban riverfront public spaces: A case study in Changsha, China. Land, 13(7), 930.* https://doi.org/10.3390/land13070930
Huang, Z. J., Lin, M. S., & Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940.* https://doi.org/10.1016/j.tourman.2023.104940
Kim, Y. C., & Carpentier, N. (2025). Introduction to urban places, technologies and people: The importance of urban communication for communication and media studies. International Communication Gazette, 87(1), 4–8. https://doi.org/10.1177/17480485241234567
Li, Y., & Bolong, J. (2024). The communication strategy of Xi’an city image on Douyin based on SWOT analysis. Journal of Digital Media and Cultural Studies, 15(2), 90–104. https://www.researchgate.net/publication/385637643
McLeod, S. (2024). Open coding in qualitative research. Simply Psychology. https://www.simplypsychology.org/open-coding.html
McQuail, D. (2010). McQuail’s mass communication theory (6th ed.). Sage.
https://archive.org/details/mcquailsmasscomm0000mcqu_06ed?utm_source=chatgpt.com
Meikle, G. (2024). Social media: The convergence of public and personal communication. Routledge.
https://www.taylorfrancis.com/books/mono/10.4324/9781003021100/social-media-graham-meikle
Ngu, S. C., & Ngeow, C. B. (2021). Soft power, Confucius Institute and China’s cultural diplomacy in Malaysia. Journal of Contemporary Asia, 51(4), 623–641.https://www.researchgate.net/publication/367943695
ProjectGuru. (2023). Grounded theory analysis using axial and selective coding. ProjectGuru. https://www.projectguru.in/grounded-theory-analysis-using-axial-and-selective-coding/
Punch, K. F. (2023). Open, axial, and selective coding in qualitative research: A practical guide. Delve Tool Blog. https://delvetool.com/blog/openaxialselective
Reisach, U. (2021). The responsibility of AI: Ethical considerations in artificial intelligence development and use. AI & Society, 36(3), 511–520. https://doi.org/10.1007/s00146-020-00927-x
Sundar, S. S. (2020). Rise of machine agency: A framework for studying the psychology of human–AI interaction (HAII). Journal of Computer-Mediated Communication, 25(1), 74–88. https://doi.org/10.1093/jcmc/zmz026
UrbAI. (2024). Generative street design: Participatory urban image modeling with GenAI. In Proceedings of the 2024 CHI Conference on Human Factors in Computing Systems (pp. 230–245). Association for Computing Machinery. https://dl.acm.org/doi/10.1145/3706598.3713803
van Dijck, J., Poell, T., & de Waal, M. (2018). The platform society: Public values in a connective world. Oxford University Press. https://books.google.com.my/books?
hl=en&lr=&id=wLhwDwAAQBAJ&oi=fnd&pg=PP1&dq=The+platform+society:+Public+values+in+a+connective+world&ots=VLJD0G-Bzt&sig=ue11gEsgMDPuMaLnUkAzYbc7Zg4&redir_esc=y#v=onepage&q=The%20platform%20society%3A%20Public%20values%20in%20a%20connective%20world&f=false
Wan, F., & Li, J. (2024). Navigating the digital age: City branding in the era of social media and digital transformation. Journal of the Knowledge Economy, 15(4), 16666–16699. https://doi.org/10.1007/s13132-023-01456-w
Wang, J. (2023). Analysis of the effectiveness of Xi’an city image communication based on audience perception. Journal of Sociology and Ethnology, 5(2), 77–89. https://doi.org/10.23977/jsoce.2023.050607
Wang, Y. (2024). From “online star city” to “long-term famous city”: Research on the strategy of city image communication in the new media era—Taking Harbin, the “online star city”, as an example. Advances in Education, Humanities and Social Science Research, 10(1), 136–136. https://doi.org/10.56028/aehssr.10.1.136.2024
Xu, T., & Li, W. (2024, December). Research on the communication path and strategy of Xiong’an New Area city image. In 2024 4th International Conference on Social Development and Media Communication (SDMC 2024) (pp. 179–185). Atlantis Press. https://doi.org/10.2991/978-94-6463-295-3_23
You, S., Christofi, K., Tsappi, E., & Papageorgiou, G. (2024). Developing a framework for city brand-image promotion via social media communication. In Proceedings of FEMIB 2024 (pp. 60–68). https://doi.org/10.5220/0012345600003456
Zhang, Y., & Lai, C. C. (2025). Exploration of Xi’an city image communication strategy in new media era. International Journal of Academic Research in Business and Social Sciences, 15(3), 2201–2213. http://dx.doi.org/10.6007/IJARBSS/v15-i3/25003
