Research on the digital communication path of intangible cultural heritage blue and white porcelain patterns in the new media era
新媒体时代非遗青花瓷纹样数字化传播路径研究

摘要

新媒体技术的快速迭代，为非物质文化遗产的数字化传播带来了全新发展机遇，但同时也暴露出文化折扣现象明显、术语翻译不够规范、内容传播流于表层等问题。青花瓷是国家级非物质文化遗产，它的纹样体系蕴含着丰富的文化内涵与符号价值。本文以跨文化传播理论为核心依据，梳理当前青花瓷纹样外宣翻译和数字化传播存在的痛点问题。结合抖音、小红书、B站三大平台的自制短视频实际传播数据，分析用户反馈和平台差异特点，在此基础上提出青花瓷纹样短视频传播的相关建议。本文搭建“直译+注释+视觉化”的外宣优化方案，同时兼顾纹样术语翻译的准确性和文化内涵的传递效果，能够有效减小跨文化传播里的文化隔阂与信息偏差。本文旨在为青花瓷传统纹样的对外传播提供可落地的操作方案，促进中华优秀传统文化更好地“走出去”。

Abstract

The rapid iteration of new media technologies has created fresh opportunities for the digital communication of intangible cultural heritage. Yet it has also given rise to several prominent issues, namely widespread cultural discount, inconsistent terminology translation, and superficial content dissemination. As a national-level intangible cultural heritage, Chinese blue and white porcelain features diverse decorative patterns, each woven with deep cultural connotations and symbolic meanings. Based on the relevant theories of cross-cultural communication, this paper points out the prevailing pain points in the cross-cultural translation and digital communication of blue-and-white porcelain patterns. This study draws on practical communication data from self-produced short videos on Douyin, Xiaohongshu, and Bilibili. It examines the user feedback and the differentiated characteristics of these three platforms. Based on this analysis, relevant suggestions for using short videos to communicate blue-and-white porcelain patterns are put forward. Furthermore, this paper designs a cross-cultural communication framework guided by the principle of "literal translation, annotation and visualization". The framework ensures accurate translation of porcelain pattern terminology. It also delivers in-depth cultural connotations to foreign audiences. It can greatly reduce cultural barriers and information misunderstanding in cross-cultural exchange. This study aims to provide practical and implementable references for the international communication of traditional blue-and-white porcelain patterns. It also helps promote the global spread of excellent traditional Chinese culture.