From cultural retention to contextual transformation: a dual‑path study on college students’ digital communication of intangible cultural heritage——A case study of the Liannan Yao ethnic group
从文化留存到场景转化：大学生非遗数字传播的双路径研究——以连南瑶族为例

摘要

现有研究多聚焦非遗数字传播的宏观效果，鲜少关注大学生内容生产中的差异化实践逻辑。本文以连南瑶族两支大学生实践团队为案例，采用双案例研究、参与式观察与访谈等方法，提炼出“文化留存”与“场景转化”两条互补路径。前者侧重文化本真性与数字留存，后者通过场景嵌入与平台适配扩大传播范围。研究发现，两条路径分别面临传播辐射不足与文化浅层化风险，协同后可形成“深度兜底、广度赋能”的传播机制。据此，本文提出高校、地方政府、传承人与数字平台四方协同机制，为少数民族非遗活态传承提供实践参考。

Abstract

Current research on the digital communication of intangible cultural heritage (ICH) often focuses on macro-level outcomes, paying limited attention to the distinct practice teams in Liannan Yao Autonomous County, Guangdong ,as case studies this essay employs a dual-case comparison, participant observation, and in-depth interviews to identify two complementary paths: “Cultural retention” and “Contextual transformation”. The former prioritizes cultural authenticity, emphasizing in-dept documentation and digital archiving, while the latter is platform-oriented, expanding reach through contextual embedding. The findings reveal limitations in communication reach and cultural depth, respectively, while their integration enables a mechanism of “depth as safeguard and breadth as empowerment.” Above all, a four-party collaboration mechanism involving universities, local authorities, inheritors, and digital platforms is proposed.