Diverse Empowerment Pathways and Practical Exploration of Visual Communication for Intangible Cultural Heritage in the Digital Era: A Case Study of the “Dual Intangible Cultural Heritage” Project in Jinzhu Village, Hangzhou 
Dai Sitong  Hu Wentao

Hangzhou Normal University, Hangzhou Zhejiang, 311121;

Abstract: With digital media now deeply embedded in social life, the inheritance and dissemination of intangible cultural heritage face multiple challenges, including generational gaps, ineffective communication, and difficulties in industrial transformation. Visual communication, with its intuitiveness, emotional appeal, and penetrating power, has become a key tool for activating the contemporary value of intangible cultural heritage. Taking the provincial-level intangible cultural heritage item “paper umbrella-making technique” and the municipal-level intangible cultural heritage item “Huzhou writing brush-making technique” in Jinzhu Village, Fuyang District, Hangzhou, Zhejiang Province as the research objects, this paper systematically analyzes their inheritance dilemmas and communication bottlenecks on the basis of field research, questionnaire surveys, and project practice. It further examines the diversified empowerment strategy centered on a “visual media project.” The study reveals the core role of visual communication in addressing the aging of inheritors, improving youth reach, and constructing an “intangible cultural heritage + industry” ecosystem. It proposes an integrated practical pathway of “content upgrading-channel adaptation-industrial feedback-policy coordination,” providing a referential paradigm for the living inheritance and revitalization of rural intangible cultural heritage in the digital era.

Keywords: intangible cultural heritage; visual communication; rural revitalization; Jinzhu Village; living inheritance

References

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