Digital Innovation and Social Media Strategies for Intangible Cultural Heritage: A Case Study of Pixiu Dance in Zengcheng, China

Abstract

This study employed a mixed-methods case study design to explore the adaptation of traditional cultural elements for digital dissemination and their impact on user engagement and cultural identity formation. Specifically, the study examined (1) the transformation of cultural symbols, focusing on converting traditional visual elements into digitally appropriate representations of Intangible Cultural Heritage (ICH); (2) participatory design strategies that enabled users to shift from passive consumers to active co-creators; and (3) the role of digital storytelling techniques in fostering cultural identity while maintaining core cultural values. A total of 80 participants aged 18–30, all regular users of digital media platforms, were recruited through stratified sampling. Inclusion criteria required participants to have at least six months of active use on major digital platforms and varying familiarity with traditional culture. Data were collected through a structured questionnaire and semi-structured interviews. The questionnaire assessed participants’ attitudes toward traditional culture, engagement with digital cultural content, and perceived cultural identity using five-point Likert scales. Interviews provided deeper insights into users’ motivations and experiences with ICH-related digital content. Quantitative data were analyzed using descriptive statistics, while qualitative data underwent content analysis. Results showed that 62.5% of participants preferred simplified icons with social interaction features and digitally enhanced ICH symbols, with a 95% CI of (52.4%, 72.6%). User-generated content and co-creation features significantly increased perceived cultural ownership, with 71.3% of participants reporting a higher willingness to share content when participatory components were available. Additionally, integrating traditional narratives with digital storytelling techniques led to an average increase of 0.8 points in cultural identity scores on a five-point scale. The findings offered a validated indicator system linking symbol simplification, participatory design, and user acceptance and provided a practical framework for enhancing youth-oriented digital communication of ICH.