Research on Digital Communication Strategy of Shahe Flour Printing in the Context of Neo-culture Creativity and Cultural Space

LI Yue; HUANG Xiaoxun; SONG Yiqin

doi:10.19554/j.cnki.1001-3563.2026.16.043

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (16) : 484-497. DOI: 10.19554/j.cnki.1001-3563.2026.16.043

Research on Digital Communication Strategy of Shahe Flour Printing in the Context of Neo-culture Creativity and Cultural Space

LI Yue, HUANG Xiaoxun^*, SONG Yiqin

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Abstract

The work aims to explore the feasible paths for the digital communication of intangible cultural heritage Shahe flour printing based on the neo-cultural creativity concept and the cultural space theory, targeting the problems such as insufficient in-depth application of technology, inadequate commercial transformation and single communication mode existing in its current digital dissemination. The analytic hierarchy process (AHP) was employed to systematically evaluate the digital value of Shahe flour printing and determine its development priority. Guided by the neo-cultural creativity concept and the cultural space theory, practices were conducted. Digital dissemination strategies for intangible cultural heritage Shahe flour printing were sorted out and constructed by leveraging the pyramid principle. They were then put into practical applications to verify the effectiveness through platform data, controlled experiments and user feedback data. Practical data showed that the cloud exhibition hall mainly attracted the target group aged 16 to 25, and the audience retention rate of its demonstration videos was generally higher than that of similar works. In the controlled experiment, the sales volume of AR cultural and creative products was higher than that of the two control groups (with unit price and product category controlled respectively). The T-test result of the independent samples (P < 0.05) indicated that the difference in sales volume was statistically significant. The feedback from the activity questionnaire showed that the participants in the online and offline cultural spaces were mainly college students. After experiencing the activities, their awareness of this intangible cultural heritage was improved, with the proportion of "no prior knowledge" dropping to 1.9%. In conclusion, the proposed strategy effectively enriches the digital content reservoir of intangible cultural heritage. Furthermore, it significantly contributes to promoting its commercial transformation and broadening its cultural communication channels, providing case practice experience for the digital dissemination of similar intangible cultural heritage.

Key words

intangible cultural heritage / neo-culture creativity concept / cultural space / Shahe flour printing

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LI Yue, HUANG Xiaoxun, SONG Yiqin. Research on Digital Communication Strategy of Shahe Flour Printing in the Context of Neo-culture Creativity and Cultural Space[J]. Packaging Engineering. 2026, 47(16): 484-497 https://doi.org/10.19554/j.cnki.1001-3563.2026.16.043

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