A Study on User Interaction Differences Between Local and Global New Media Platforms

Abstract

With the deepening integration of digitalization and globalization, new media platforms have become crucial channels for brand communication, cultural exchange, and social interaction. In recent years, Chinese new media platforms (such as Douyin, Weibo, and Xiaohongshu) have demonstrated a strong advantage in user numbers and engagement, while global new media platforms (such as Instagram, Twitter, and YouTube) maintain a unique position in transnational communication and international communities. Focusing on differences in user interaction, this paper explores the differences between Chinese and foreign new media platforms in terms of functional design, cultural values, user engagement models, and business ecosystems. Through a literature review and case analysis, this paper suggests that users of local platforms tend to prefer immersive, contextualized, and consumption-oriented interaction, while users of global platforms prioritize expression, community belonging, and cross-cultural communication. These findings contribute to understanding the diversity of new media ecosystems and offer insights for multinational brands in balancing localization and globalization in their multi-platform communications.