INNOVATIVE MODELS PROMOTE THE INTANGIBLE CULTURAL VALUES OF CHANGDE CITY IN THE CONTEXT OF CONTEMPORARY MEDIA
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This research article aimed to: (1) analyze the elements that promote the development and revitalization of intangible cultural heritage in Changde City within the context of contemporary media; (2) develop a content innovation model for the development and revitalization of intangible cultural heritage in Changde City within the context of contemporary media; and (3) evaluate the proposed model. This study employed a mixed-methods research design. Data were collected through a literature review, analysis of 10 representative intangible cultural heritage cases, semi-structured interviews with 10 key informants, and questionnaires administered to 250 respondents. Qualitative data were analyzed using thematic analysis and comparative analysis, while quantitative data were analyzed using frequency, percentage, mean, and standard deviation.
The research results found that: (1) five key elements promoting the development and revitalization of intangible cultural heritage were identified, namely cultural value identification, narrative structuring, visual translation, media adaptation, and participatory engagement; (2) a four-stage Content Innovation Model was developed, consisting of Cultural Value Identification, Content Structuring and Translation, Media-Oriented Design, and Circulation and Feedback; and (3) the evaluation results demonstrated that the model effectively enhanced cultural value communication, strengthened narrative coherence, improved media adaptability, and provided a systematic framework for transforming intangible cultural heritage into meaningful contemporary media content while preserving cultural authenticity and integrity.
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