Exploring the path of bilingual dissemination of rural intangible cultural heritage empowered by big data: A case study of Youxian iron-making technique
大数据赋能乡村非遗双语传播的路径探索——以攸县打铁水技艺为例

摘要

乡村非物质文化遗产的国际传播面临“文化折扣”与“语言壁垒”的双重困境，大数据技术的介入为破解这一困局提供了新的可能。本研究以湖南省非物质文化遗产“攸县打铁水技艺”为研究对象，构建“数据采集—受众分析—策略制定”的研究框架，探索大数据赋能下乡村非遗双语传播的实践路径。研究发现：打铁水技艺的视觉奇观性天然具备跨文化传播优势，但现有传播素材存在文化内涵译介缺失、叙事方式单向度等问题；海外受众的兴趣点集中于“视觉震撼”“技艺难度”“节庆仪式感”三个维度。基于此，本研究提出“分层译介+场景适配”的双语传播策略，为乡村非遗的国际传播提供兼顾理论逻辑与操作性的范式参考。

Abstract

The international dissemination of rural intangible cultural heritage faces the dual dilemma of “cultural discount” and “language barriers.” The intervention of big data technology provides a new possibility for breaking this predicament. This study takes the Hunan Provincial Intangible Cultural Heritage “Youxian Iron-Making Technique” as the research object, constructs a research framework of “data collection—audience analysis—strategy formulation,” and explores the practical path of bilingual dissemination of rural intangible cultural heritage empowered by big data. The study finds that the visual spectacle of the iron-making technique naturally possesses cross-cultural communication advantages, but existing dissemination materials suffer from problems such as a lack of translation of cultural connotations and a one-dimensional narrative style; overseas audiences' interests are concentrated in three dimensions: “visual impact,” “technical difficulty,” and “festival ritual.” Based on this, this study proposes a bilingual dissemination strategy of “layered translation + scene adaptation,” providing a paradigm reference that balances theoretical logic and operability for the international dissemination of rural intangible cultural heritage.