Decoding the perceived value of Wushu short videos and its influencing factors: an interpretable machine learning analysis based on TikTok videos.

Introduction: Short video platforms have become a key medium for the dissemination of Chinese Wushu culture. However, audience perceptions of Wushu short videos remain underexplored. This study aims to explore how audiences perceive value in Wushu short videos. Methods: Drawing on perceived value theory and Lasswell's 5W model, this study examines how communicator competence, narrative elements, multimodal features, and audience cultural background collectively shape the perceived value of Wushu short videos. We collected 412 Wushu short videos and 236,627 user comments from TikTok, and analyzed the data using machine learning methods. Results: First, through topic clustering and sentiment analysis, we identified three perceived value dimensions: knowledge expansion value, physical and health value, and emotional experience value. These dimensions were unevenly recognized: emotional experience value received the most positive feedback, while knowledge expansion and health values were less acknowledged. Second, LightGBM regression and SHAP interpretability analysis showed that audience cultural background had the strongest impact on value perception, with cultural diversity as the most critical predictor. Communicator competence was the second most influential factor, in which social capital exhibited a negative correlation. Among narrative elements, traditional Chinese Wushu artist imagery enhanced perceived value, and female or mixed-gender presentations performed better than male-only presentations. Multimodal features showed limited influence. Discussion: These findings enrich the theoretical research on Wushu cultural communication. They also provide practical guidance for content creators to optimize Wushu short video dissemination strategies, including cultural image presentation, gender diversification, publishing strategies, and community building.