From Unidirectional Dissemination to Multidimensional Interaction: Strategies for Short Video Communication of Duan Inkstone Culture under Cross-Border Integration
Year: 2026
Type: article
Abstract: Under the international public opinion landscape characterized by a "strong West, weak East," the cross-border dissemination of Chinese intangible cultural heritage (ICH) faces dual challenges of cognitive barriers and discourse deficiency. As the most representative cultural symbol of Zhaoqing, the Duan Inkstone carries a 1,300-year cultural lineage and craftsmanship spirit; yet, it has long remained marginalized overseas due to limited awareness. Grounded in the perspective of digital media transformation, this study moves beyond the macro-narrative framework of traditional external propaganda and focuses on emerging communication channels such as short videos, cross-border e-commerce, and social media to systematically explore the breakthrough paths for the global outreach of Duan Inkstone culture. The paper advocates using visual storytelling to bridge language divides, algorithmic recommendation to achieve precise audience targeting, and interactive experiences to foster emotional connections, aiming to transform the Duan Inkstone from a static "cultural specimen" into a dynamic "traffic IP." Beyond analyzing the root causes of the failure of traditional communication models, the study proposes differentiated operation strategies and commercial closed-loops tailored to the characteristics of overseas platforms. It provides theoretical references and practical paradigms for the Duan Inkstone culture and similar ICH projects to break through cross-cultural communication bottlenecks and evolve from a "local specialty" to a "globally shared symbol."
DOI: 10.63313/lhp.8043
Institution: Zhaoqing University
Subfield: Computer Networks and Communications
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W7164355708
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