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Journal of Library and Information Science in Agriculture ›› 2024, Vol. 36 ›› Issue (6): 62-78.doi: 10.13998/j.cnki.issn1002-1248.24-0368

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Digital-Intelligence Empowers Cultural Heritage Protection and Inheritance：Taking the International Communication of Chinese Tea Culture as an Example

Qiaofei CHEN, Haomin ZHOU, Xin XU()   

  1. School of Economics and Management, East China Normal University, Shanghai 200062
  • Received:2024-04-24 Online:2024-06-05 Published:2024-09-30
  • Contact: Xin XU

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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

CLC Number: 

  • G250.7

Table 1

Search terms of videos"

检索主题 检索词
中国传统制茶技艺及其相关习俗 Traditional tea processing techniques and associated social practices in China（中国传统制茶技艺及其相关习俗）
茶俗 Chinese tea（中国茶）、Chinese chayi（中国茶艺）、Chinese tea culture（中国茶文化）、Chinese tea ceremony/etiquette（中国茶道）
茶具 tea pet（茶宠）、tea set（茶具）、teacup（茶杯）、teapot（茶壶）
制茶技艺 tea making（制茶）、draw/brew/steep tea（泡茶、沏茶）、tea steaming（蒸茶）
饮茶 Chinese tea drinks（茶饮）
茶的功效 Chinese tea function（茶的功效）
中国主要茶类 green tea（绿茶）、black tea（红茶）、oolong tea（乌龙茶）、white tea（白茶）、yellow tea（黄茶）、dark tea（黑茶）、scented tea（花茶）

Fig.1

Diagram of the “Cognitive-Affective-Conative” mechanism"

Table 2

Topic-Keyword distribution"

序号 主题名称 类簇编号 类簇重要性/% 类簇重要高频词
1 茶艺 1 21.3 water, leaf, ceremony, time, taste, flavor, temperature
7 7.3 teapot, poison, assassin, product, brand, skill, size
10 6.5 ingredient, bottle, direction, presentation, etiquette, detail, thumb
2 茶的传播及历史 2 13.5 culture, country, story, war, japan, tradition, trade
3 10.9 history, Britain, opium, empire, colony, emperor, dynasty
9 7.0 language, asia, mandarin, explanation, dialect, religion, concept
3 茶文化的内涵 4 10.5 content, recipe, guest, song, peace, bless, work
6 7.9 life, place, table, respect, practice, thought, death
4 茶叶生产 5 8.0 China, house, nature, area, business, knowledge, health
5 茶饮 8 7.2 scoby, kombucha, plant, bacteria, flower, garden, yeast

Fig.2

Types of audience emotion (N = 27 408)"

Table 3

Descriptive statistics of categorical variables（N = 50）"

变量 变量分类 频次 百分比/%
账号类型 未认证 22 44
已认证 28 56
视频时长 4分钟以下 17 34
4~20分钟 27 54
20分钟以上 6 12
视频主题 茶具与茶宠 9 18
茶的制作与冲泡 13 26
茶的种类与功效 4 8
茶的精神内涵与生活方式 7 14
茶艺表演 13 26
茶的历史 4 8
背景音乐 无背景音乐 16 32
欢快型 14 28
舒缓型 20 40

Table 4

Descriptive statistics of continuous variables"

变量 平均值 最小值 最大值
粉丝数量/个 3 608 333.42 75 44 500 000
观看数/次 1 713 602 142 756 17 757 149
点赞数/次 43 646 30 448 748
评论数/条 1 500 3 29 008
传播力 11.82 10.29 15.12
茶艺认知赞同度/% 8.78 0.00 100.00
茶的传播及历史认知赞同度/% 5.45 0.00 100.00
茶的文化内涵认知赞同度/% 4.79 0.00 19.39
茶叶生产认知赞同度/% 1.69 0.00 14.02
茶饮认知赞同度/% 0.44 0.00 5.47

Table 5

Regression results of influencing factors of high-spreadability videos （N=50）"

自变量 传播力 传播广度 传播认同度 传播参与度
标准化Beta VIF 标准化Beta VIF 标准化Beta VIF 标准化Beta VIF
（茶的历史为参考）
视频主题_茶具与茶宠 0.093 2.887 0.082 2.887 0.421* 2.887 0.147 2.887
视频主题_茶的制作与冲泡 0.085 4.226 0.081 4.226 0.294 4.226 0.105 4.226
视频主题_茶的种类与功效 -0.109 2.513 -0.110 2.513 0.018 2.513 -0.021 2.513
视频主题_茶的精神内涵与生活方式 -0.005 3.588 -0.005 3.588 0.068 3.588 0.149 3.588
视频主题_茶艺表演 -0.322 4.243 -0.322 4.243 -0.201 4.243 -0.167 4.243
（未认证为参考）
账号类型_已认证 0.265 1.812 0.257 1.812 0.458** 1.812 0.216 1.812
（无背景音乐为参考）
背景音乐_欢快型 -0.621*** 2.491 -0.615*** 2.491 -0.566** 2.491 -0.551** 2.491
背景音乐_舒缓型 -0.375* 2.137 -0.38* 2.137 -0.270 2.137 -0.386* 2.137
（20分钟以上为参考）
视频时长_4~20分钟 0.399 3.801 0.414* 3.801 0.098 3.801 0.128 3.801
视频时长_4分钟以下 0.303 3.528 0.311 3.528 -0.023 3.528 -0.168 3.528
茶艺认知赞同度 -0.046 1.220 -0.041 1.220 -0.116 1.220 -0.276* 1.220
茶饮认知赞同度 0.061 1.901 0.069 1.901 -0.093 1.901 0.051 1.901
茶的传播及历史认知赞同度 0.045 1.217 0.043 1.217 0.136 1.217 0.077 1.217
茶的文化内涵认知赞同度 0.068 1.681 0.063 1.681 0.213 1.681 0.110 1.681
茶叶生产认知赞同度 -0.056 1.639 -0.056 1.639 0.009 1.639 0.053 1.639
粉丝数量 0.522*** 1.657 0.528*** 1.657 0.275 1.657 0.467** 1.657
回归模型拟合优度 调整后R 2=0.498 调整后R 2=0.504 调整后R 2=0.345 调整后R 2=0.487
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