Prof. Zhu Hongqiang, School of Foreign Studies, Nanjing University of Posts and Telecommunications
In recent years, as the global influence of Chinese culture continues to expand, the market performance of Chinese children’s picture books in the English-speaking world has gradually attracted attention. However, the adaptation issues faced in the process of cross - cultural dissemination still require in - depth discussion.
This study relies on the international business channel of the Amazon business platform and takes online user reviews as the main observation point. By employing appraisal theory and corpus - based analysis methods, it systematically analyzes the online user reviews of Chinese children’s picture books. Through corpus analysis of a large number of online user reviews, the study identifies ten main semantic domains, including book- related aspects, illustration elements, and emotional expression. Among these, “book-related” has emerged as the core theme, indicating the high level of attention paid by reviewers to the picture books themselves. “Emotional expression” and “character traits” reflect the reviewers’ emphasis on the emotional connotations and character development within the picture books. Keyword analysis further reveals the meanings behind high-frequency words such as “book,” “story,” and “read,” showcasing in-depth discussions among reviewers about their reading experiences, reasons for recommendation, and motivations for purchase. Reviewers not only focus on the quality, aesthetic value, content, character development, and plot progression of the picture books but also express their overall evaluations through attitudinal resources such as emotions, judgments, and appreciations. In particular, expressions of appreciation stand out, reflecting the positive reception of Chinese children’s picture books in the international market.
At the level of social practice, a variety of socio-cultural factors significantly influence the evaluation of Chinese picture books in online user reviews.
Firstly, cultural background is an important factor affecting the attitudes of reviewers. International readers use picture books as a window to gain a deep understanding and appreciation of the unique charm of Chinese culture, showing a strong interest in Chinese cultural elements.
Secondly, the background of the readers is equally crucial. The dual audience of picture books—children and adults—exhibit different focuses in their evaluations. Factors such as age, gender, and educational background of the readers can influence their preferences and evaluations of the picture books. When picture books involve themes related to family and interpersonal relationships, the appeal to this dual audience is further enhanced. The resonance of family emotions and the depiction of interpersonal relationships can deeply touch the hearts of readers, making the picture books more attractive.
Lastly, in the field of marketing, online platforms such as Amazon provide a broad showcase for picture books. Through online user reviews, readers can share their reading experiences and feelings, providing strong support for the word-of-mouth dissemination and brand building of the picture books.
It is evident that socio-cultural factors, reader backgrounds, and online platforms are all important factors influencing the evaluation of Chinese picture books in online customer reviews. Understanding and mastering these factors will help us better promote and shape the brand image of Chinese picture books, enhance their cultural influence in the English-speaking world market, and address the deep-seated adaptation issues faced in the process of cross-cultural dissemination. Future research can further expand data sources and combine more empirical studies in cross-cultural contexts to provide more targeted strategic suggestions for the international development of Chinese children’s picture books.
Published on June 26, 2025