Driving the Dissemination of Chinese Intangible Cultural Heritage in the Digital Age: An Exploratory Study of Key Factors

Erjuan Ji, Worawith Sangkatip and Suwich Tirakoat

Studies in Media and Communication, 2026, vol. 14, issue 2, 209-220

Abstract: The rapid development of digital technology has profoundly transformed the landscape for the safeguarding and dissemination of Intangible Cultural Heritage (ICH), especially in the Chinese context. This exploratory study seeks to systematically identify the key factors driving the digital dissemination of Chinese ICH. Using a mixed-methods approach, the research integrates a quantitative survey of 403 university students (as digital-native audiences) with in-depth interviews of six ICH experts and administrators. Eight dimensions are identified as having significant effects on dissemination effectiveness, including digital platform interface design, user participation, content presentation, user interaction, technological empowerment, ICH-genre suitability, evaluation system completeness, and sustainable support mechanisms. The findings lead to targeted recommendations for platform design, content and technology strategies, and support systems, offering both theoretical grounding and practical pathways for the successful transmission and broader dissemination of ICH in the digital era.

Date: 2026
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