Digital Media Strategies for the Global Dissemination of Intangible Cultural Heritage: A Systematic Review of Communication Approaches
DOI:
https://doi.org/10.52152/RCR.V14.11Keywords:
Global Dissemination, Intangible Cultural Heritage, Digital Media, Communication ApproachesAbstract
Due to the development of new media technologies, global dissemination of actual examples of intangible cultural heritage (ICH) has become easier and faster. Due to its diverse traditional arts and cultural practices, China presents a case showing how ICH is being preserved and disseminated via new technologies such as social media, virtual reality, and artificial intelligence. However, concerns of authenticity, commercialization, and elasticity, especially regarding access, are valid and persist. This study aimed to: (1) identify and critically analyze digital media strategies used in the global dissemination of ICH in China, (2) explore how digital media shapes audience reception and engagement with ICH across cultures, and (3) examine theoretical frameworks and methodologies used in existing literature. This research paper used a systematic literature review to collect information from Web of Science, Google Scholar and JSTOR. Twelve articles were included following the PRISMA guidelines, and a thematic analysis was conducted. Social media and other digital tools, such as VR, helped to improve the level of interaction and involvement of the audience. Nevertheless, cultural, sample, and algorithm biases were identified as risks. It emerged that both AI and holographic technologies are efficient tools for expanding the dissemination horizons internationally, and grounded theory and bibliometric analysis were identified as efficient approaches for creating dissemination frameworks. Digital media strategies offer promising solutions for ICH dissemination but require culturally sensitive approaches to protect authenticity and equitable access.
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