Festive Capitalism and the Antagonist: A Qualitative Content Analysis of Sponsored Chinese New Year Shorts in YouTube from Malaysia in 2022

Abstract

This study explores the use of antagonists in Chinese New Year shorts as cultural products to uphold capitalist ideology. Employing qualitative content analysis and character theory within the Marxist framework of cultural commodification, the examination of 50 shorts available in YouTube from Malaysia in 2022 found that regular forms of antagonists persisted. The shorts revolved around middle-class families, allowing the audience to easily relate to the overall narratives. Positive endings create a favourable impression of the sponsored brands, promoting longterm consumerism and brand support. The commodification of Chinese psychology is evident through the creation of fear during the festive season.