Exploring the Optimization of International Communication Paths for Zhejiang’s Intangible Cultural Heritage from the New Media Perspective: An Empirical Study

Yang Xu, Yanfei Zheng

Show Less

¹ Alberta College of Wenzhou Medical University, Wenzhou 325035, Zhejiang, China,

erd 2026 , 8(2), 222–227; https://doi.org/10.26689/erd.v8i2.14316

© 2026 by the Authors. Licensee Whioce Publishing, Singapore. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution 4.0 International License ( https://creativecommons.org/licenses/by/4.0/ )

Abstract

Based on an empirical survey conducted in 20 counties and cities in Zhejiang Province, this study reveals the current status and challenges of Zhejiang’s Intangible Cultural Heritage (ICH) in new media communication. The research finds that 73.07% of respondents acknowledge its international reputation, but there is a significant imbalance in cognitive distribution. The international recognition of performing arts ICH, such as Yue Opera and the Legend of the White Snake, reaches 68.2%, while the recognition of craftsmanship ICH, such as Longquan Celadon and Yueqing Fine-Line Paper-Cutting, is less than 25%. New media platforms have become the core communication engine, with short videos (92.31%) and live streaming (57.69%) significantly enhancing communication effectiveness. However, problems such as the “Matthew Effect” and insufficient cross-cultural adaptation exist. The study proposes a three-dimensional optimization path of “content innovation - technological empowerment - institutional collaboration”, emphasizing the integration of popular culture, multimodal narration, and international cooperation mechanisms to promote the transformation of Zhejiang’s ICH from “cultural symbols” to “global discourse”.

References

Liu Y, Kong Q, 2022, Research on the Construction of the Discourse System for the International Communication of China’s Intangible Cultural Heritage: Scope and Methods. Modern Communication, 44(7): 64–69 + 136.

Tian SM, Qin J, 2026, Cultural Connotation, Spiritual Value, and Innovation in the Times: Three Dimensions of Telling Good Stories About National Intangible Cultural Heritage—Taking Guizhou Miao Embroidery as an Example. Journal of Educational Media Research, (1): 96–103.

Chai Y, Wang YT, 2024, Research on the International Communication Practice of China’s Intangible Cultural Heritage: Taking the Overseas Short Video Platform TikTok as an Example. Communication and Copyright, (17): 76–80 + 84.

Liu KL, 2021, Field Practice and Theoretical Reflection on the Protection of Intangible Cultural Heritage. Social Sciences in China, (3): 148–164.

Peng L, 2022, New Media Communication: Paradigm Revolution and Theoretical Reconstruction. Journalism & Communication Studies, 29(5): 5–21 + 127.

Han S, 2025, The Value Effect and Application Strategy of Digital Media Art in the Inheritance of Intangible Cultural Heritage. Journal of Honghe University, 23(1): 24–28.

Huang Y, Pan H, n.d., Research on the Enhancement of Governance Efficiency of Public Cultural Resources Empowered by Digital Narrative from the Perspective of Digital Humanities. Library, 1–13.

Li HW, Xie QG, 2026, A Preliminary Study on the Concept of “Intangible Cultural Heritage Communication” from an Interdisciplinary Perspective. Journal of Educational Media Research, (1): 89–95.

Li PR, Wang WR, Xu XT, 2026, Reconstruction of Communication Paradigm for New Media Intervention in Traditional Folk Art—Taking the Construction of Short Video Communication Matrix of Northern Shaanxi Storytelling as an Example. Journal of Yulin University, 36(1): 22–28.

Xu JH, Zhou CR, 2023, “ICH + Tourism” Becomes a New Growth Point for Rural Tourism. China Culture Daily, March 16, 2023.

Liu JC, 2026, A Study on the Construction of Narrative Strategies for Animated Works With Intangible Cultural Heritage Themes. Appreciation of Masterpieces, (3): 24–26.

Dong J, Zhang YZ, 2026, Protection and Inheritance of Woodblock Printmaking Empower the Narrative of Chinese Intangible Cultural Heritage Brands—Digital Protection of Forty Scenes of Jinling in the Qing Dynasty Demonstrates the Inheritance and Innovation of Cultural Industry. China Brand and Anti-Counterfeiting, (1): 234–240.

Yin XN, Song YY, 2026, Design Translation, Inheritance and Innovation of Jinan Intangible Cultural Heritage Cultural and Creative Products From the Perspective of Productive Protection. Industrial Design, (1): 112–115.

Wei Q, 2025, A Practical Study on Integrating Regional Cultural Resources Into the Ideological and Political Education of Watermark Printmaking Courses in Colleges and Universities. Journal of Puer University, 41(6): 91–95.

Wen MY, 2026, Practical Exploration of Intangible Cultural Heritage Archives Work in the New Era to Promote Cultural Inheritance and Innovation. Shen Hua, (3): 111–113.

Previous article in this issue

Next article in this issue