Research on the Immersive Communication Mechanism of Guangdong Lion Dance Culture in the Context of New Media

Abstract

In the digital era, the preservation and communication of intangible cultural heritage (ICH) face both new challenges and opportunities. This study focuses on the Guangdong lion dance—a symbolic ritual traditionally performed in southern China—as a case to examine how immersive and participatory digital media are reshaping cultural transmission. With over 750 million active users on Douyin and nearly 58.6% of internet users in China engaging with traditional content via short-form video, platforms like Douyin, Bilibili, and VR museum apps have emerged as new venues for cultural expression, often displacing traditional festival spaces. The purpose of this research is to investigate how symbolic meaning, emotional engagement, and participatory behavior interact in the digital communication of lion dance culture. A mixed-methods approach was adopted under the pragmatic research paradigm. Quantitatively, data were collected from a sample of 400+ digital media users using a structured questionnaire measuring five latent constructs: Cultural Representation, immersive communication, Digital Participation, Heritage Resonance, and Media Format Type. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used to validate the conceptual model and test direct, mediated, and moderated effects. Qualitatively, 20 semi-structured interviews and 50+ media artifacts were analyzed using thematic coding via NVivo to capture symbolic, emotional, and narrative interpretations. Findings indicate that authentic cultural representation significantly enhances immersive communication (β = 0.71, p < 0.001), which in turn predicts digital participation (β = 0.64). Participatory behaviors were found to mediate the relationship between immersion and heritage resonance (indirect effect significant, bootstrapped CI excludes 0). Media format moderated the strength of these effects, with VR and 360° formats producing deeper engagement than short-form video. Practically, the study offers actionable insights for policymakers, educators, content creators, and cultural practitioners. It recommends integrating immersive technology in heritage education, prioritizing symbolic depth in content design, and supporting co-creation models that align with community values. Ultimately, the research affirms that digital tools—when used with cultural intent—can sustain living traditions by making them accessible, participatory, and emotionally resonant for new generations. This study also introduces the concept of symbolic literacy as a theoretical innovation, expanding existing intangible cultural heritage (ICH) communication models and offering directions for future interdisciplinary research.