关键词: 非遗, 文化遗产, 数智赋能, 国际传播, 文化强国

Abstract:

[Purpose/Significance] As the cultural treasure of the Chinese nation, cultural heritage plays an important role in highlighting China's cultural background and strengthening national identity. In the process of globalization and digitization, the protection and inheritance of cultural heritage is facing new opportunities and challenges. How to effectively promote the protection and inheritance of cultural heritage and enhance the international influence of Chinese culture is an issue to be considered in the process of building a cultural power. [Method/Process] This paper takes the Chinese tea culture videos on YouTube platform as the research object, constructs the theoretical framework of "Cognitive-Affective-Conative", analyzes users' cognition of Chinese tea culture through LDA topic clustering of video comments, and further explores users' emotional responses. Then, based on the "5W" model, an international communication power measurement model is constructed from three aspects: communication subject, communication audience, and communication content to verify the interaction mechanism among conation, affect and conation. The communication subject factors include influence and credibility. The communication audience factors combine user cognitive themes and user emotions to form user cognitive agreement. The communication content factors are analyzed in terms of video theme, duration, subtitles, and background music. [Results/Conclusions] The video theme of tea sets, the video duration of 4-20 minutes, and the credibility and influence of the communication subject significantly enhance the international communication effect of tea culture videos. While background music and users' cognitive agreement of the tea ceremony negatively affected the communication effect. From the current practice, it can be seen that the application of AI technology in the dissemination of tea culture cannot greatly improve the dissemination effect of videos, which may have much to do with the political nature of video accounts. Based on the above conclusions, this paper further puts forward relevant suggestions for digital intelligence technology to strengthen the protection and inheritance of cultural heritage. The empowerment of digital information technology in the process of cultural heritage protection and inheritance mainly plays a role in the digital storage, data management, digital presentation, and popular dissemination of cultural heritage resources. Looking to the future, with advances in science and technology, new technologies will not only help protect and inherit cultural heritage, but also promote the creative transformation and innovative development of cultural heritage, and maintain its vitality and value.

Key words: cultural heritage, intangible cultural heritage (ICH), digital-intelligence empowerment, international communication, stronger cultural-country strategy