Digital Trategies for Breaking Barriers: How Promoters Drive Engagement with Intangible Cultural Heritage among Diverse Consumer Groups

Mengfan Li

doi:10.63313/LLCS.9130

Authors

Mengfan Li School of Journalism and Information Communication, Huazhong University of Science and Technology, Wuhan, China Author

DOI:

https://doi.org/10.63313/LLCS.9130

Keywords:

Intangible cultural heritage, information interaction, information islands, social network analysis, reach obstacle

Abstract

With the rise of social media, more and more intangible cultural heritage pro-moters use the network to spread intangible cultural heritage, but the scope of accessible consumer groups is gradually limited. This study innovatively focuses on the information interaction network between “promoters”in social media. For the first time, it is found that the key reason for the poor promotion effect of intangible cultural heritage on Weibo is the lack of cooperation among promoters, so as to form an information islands. By analyzing the information interaction network between promoters, it is found that the key to expand the coverage of intangible cultural heritage to play the leading role of high-impact bloggers and break the barriers of small groups. This study provides a feasible path with net-work collaborative optimization as the core for the promotion of digital business in intangible cultural heritage and other fields.

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