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Abstract
Background: The rise of real‑time comments, social media discourse, and short video recirculation has meant that the act of viewing has transformed from an individual activity into a process of collective emotional participation. Given changing marriage values in contemporary China, the way in which media culture is shaping marriage perceptions has become a critical area of inquiry. Purpose: This study examines how Chinese costume dramas influence the formation of marriage perceptions via collective emotional processes and explores the mediatized transformation of Émile Durkheim’s theory of ’collective effervescence’ within contemporary media. Methods: Adopting Durkheim’s (1912/2011) theory of collective effervescence, this study analyzes situational aggregation, emotional arousal, interactive resonance, and value identification during the broadcast of costume dramas. Results: Through character design, ritualized narratives, and emotional resonance, costume dramas shape audiences’ perceptions of marriage. Interactive platforms further strengthen emotional dissemination and value identification, extending collective effervescence into digital media spaces. Conclusion: The influence of Chinese costume dramas on marriage perceptions is not achieved through direct didactic instruction, but through emotional participation, interactive communication, and collective resonance. In contemporary media environments, collective effervescence has become an important mechanism connecting individual emotions with social value identification. By leveraging emotional narratives and digital interaction, costume dramas provide a new cultural pathway for the dissemination of positive marriage values.
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