数智赋能文化遗产保护与传承研究——以中国茶文化非遗的国际传播为例

Digital-Intelligence Empowers Cultural Heritage Protection and Inheritance:Taking the International Communication of Chinese Tea Culture as an Example

[目的/意义]在全球化和数字化进程中,文化遗产的保护与传承面临新的机遇与挑战。如何有效推进文化遗产的保护与传承,提升中华文化的国际影响力是建设文化强国过程中需要思考的问题。[方法/过程]本研究以YouTube平台上的中国茶文化视频为研究对象,构建“认知-情感-行为”理论框架,通过对视频评论的主题聚类分析用户的认知特征,进一步探讨用户的情感反应,并构建国际传播力测量模型,以分析认知、情感与行为之间的相互作用机制。研究过程中,还分析了传播主体和传播内容对茶文化国际传播效果的影响。[结果/结论]茶具与茶宠的视频主题、4~20分钟的适中视频时长以及传播主体的可信度和影响力显著提升了茶文化视频的国际传播效果。而背景音乐、用户对茶艺的认知赞同度则对传播效果产生负向影响。基于以上结论,本研究进一步提出了数智赋能文化遗产保护与传承的相关建议。

[Purpose/Significance]As the cultural treasure of the Chinese nation,cultural heritage plays an important role in highlighting China's cultural background and strengthening national identity.In the process of globalization and digitization,the protection and inheritance of cultural heritage is facing new opportunities and challenges.How to effectively promote the protection and inheritance of cultural heritage and enhance the international influence of Chinese culture is an issue to be considered in the process of building a cultural power.[Method/Process]This paper takes the Chinese tea culture videos on YouTube platform as the research object,constructs the theoretical framework of"Cognitive-Affective-Conative",analyzes users'cognition of Chinese tea culture through LDA topic clustering of video comments,and further explores users'emotional responses.Then,based on the"5W"model,an international communication power measurement model is constructed from three aspects:communication subject,communication audience,and communication content to verify the interaction mechanism among conation,affect and conation.The communication subject factors include influence and credibility.The communication audience factors combine user cognitive themes and user emotions to form user cognitive agreement.The communication content factors are analyzed in terms of video theme,duration,subtitles,and background music.[Results/Conclusions]The video theme of tea sets,the video duration of 4-20 minutes,and the credibility and influence of the communication subject significantly enhance the international communication effect of tea culture videos.While background music and users'cognitive agreement of the tea ceremony negatively affected the communication effect.From the current practice,it can be seen that the application of AI technology in the dissemination of tea culture cannot greatly improve the dissemination effect of videos,which may have much to do with the political nature of video accounts.Based on the above conclusions,this paper further puts forward relevant suggestions for digital intelligence technology to strengthen the protection and inheritance of cultural heritage.The empowerment of digital information technology in the process of cultural heritage protection and inheritance mainly plays a role in the digital storage,data management,digital presentation,and popular dissemination of cultural heritage resources.Looking to the future,with advances in science and technology,new technologies will not only help protect and inherit cultural heritage,but also promote the creative transformation and innovative development of cultural heritage,and maintain its vitality and value.