Analyzing the Influence of Chinese Digital Platforms on the Cultural and Consumer Practices of Spanish Youth

This research investigates the extent to which Chinese digital platforms, specifically TikTok and Shein, influence the cultural and consumer practices of urban youth in Spain.

The methodology employs a mixed-methods approach, combining primary data from an online questionnaire with secondary analysis of academic literature and market reports. The study is grounded in theoretical frameworks including soft power, structural power, constructivism, and glocalization.

Findings suggest that influence is primarily behavioral and structural rather than ideological. While users do not consciously link platform use to Chinese political values, the platforms shape cultural expression and consumption through algorithmic logic and routine participation.

The exemplar is highly valuable for its sophisticated analysis of the 'value-behavior gap' and its nuanced distinction between narrative-based influence and platform-based structural power.