Keywords
New media communication
International communication
Short video strategy
Cross-cultural narration
Submitted : 2026-03-01
Accepted : 2026-03-16
Published : 2026-03-31
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”.
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