Cultural Communication Strategies of Guangxi Hengzhou Jasmine Tea in the Digital Media Era

บทคัดย่อ

The digital transformation of cultural heritage communication has created new opportunities and challenges for the sustainable transmission of intangible cultural heritage (ICH). This study investigates the digital communication ecology of Hengzhou jasmine tea culture within the context of media convergence, with particular attention to how cultural meanings are constructed, negotiated, and disseminated across digital platforms. Adopting a sequential explanatory mixed-methods design, the research integrates Likert-scale surveys involving five stakeholder groups—tea producers, consumers, policymakers, ICH inheritors, and new media practitioners—with in-depth interviews, content analysis, and social network analysis.

The findings reveal a significant structural dissonance between heritage preservation and digital innovation. While producers and governmental actors demonstrate strong cultural literacy and commitment to heritage conservation, their communication strategies are often ineffective in engaging younger audiences, who prefer interactive, experiential, and participatory digital content. Conversely, ICH inheritors exhibit profound cultural attachment but limited digital adaptability, whereas new media practitioners possess advanced platform competencies yet frequently lack sufficient cultural understanding. This supply–demand mismatch constrains intergenerational cultural transmission and weakens the conversion of cultural value into sustainable brand equity. The study advances the body of knowledge by proposing a Digital–Cultural Dual Helix Model, which conceptualizes the dynamic interaction between cultural authenticity and platformized communication in the digital age. The model contributes to media convergence and glocalization scholarship by explaining how traditional cultural resources can simultaneously maintain heritage integrity and adapt to evolving digital ecosystems. Practically, the research highlights the importance of integrated digital communication platforms, multi-stakeholder co-creation mechanisms, and narrative innovation through short-video storytelling and participatory media practices. By situating Hengzhou jasmine tea culture within the broader framework of the Belt and Road Initiative, the study offers a transferable framework for enhancing the global visibility, sustainability, and cross-cultural dissemination of intangible cultural heritage in contemporary digital environments.