Crisis and breakthrough: Exploring the path to revitalize the Zhuang Ethnic’s Molan culture from the perspective of communication
Year: 2024
Type: article
Abstract: Molan, an intangible cultural heritage of the Zhuang nationality in China, faces a crisis due to traditional communication and inheritance models. In the digital era, leveraging advanced digital technology is crucial for revitalizing this ancient heritage. From a communication theory perspective, this paper uses field investigation and applies the classic 5W communication model by Lasswell to deeply analyze the crisis facing Molan culture. Integrating the media evolution theory of Levinson, it explores the benefits and methodologies of digital dissemination for ancient intangible cultural heritage and proposes a digital communication model. The paper emphasizes adopting the PGC (Professional Generated Content) + UGC (User Generated Content) production model and strictly adhering to the “Content is King” principle. It advocates for models such as “Social Media + Molan,” “Short Video + Molan,” and “Algorithm + Molan” to enhance communication effectiveness. These viewpoints aim to revitalize and preserve Molan culture in the digital age.
DOI: 10.24294/jipd9863
Authors: Yuyin Lin, Ratanachote Thienmongkol, Aolin Xiang
Institutions: Mahasarakham University, Guangxi Minzu University
Language: English
Subfield: Archeology
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405904424