Modern Social Science Research

The international dissemination of rural intangible cultural heritage faces the dual dilemma of “cultural discount” and “language barriers.” The intervention of big data technology provides a new possibility for breaking this predicament. This study takes the Hunan Provincial Intangible Cultural Heritage “Youxian Iron-Making Technique” as the research object, constructs a research framework of “data collection—audience analysis—strategy formulation,” and explores the practical path of bilingual dissemination of rural intangible cultural heritage empowered by big data. The study finds that the visual spectacle of the iron-making technique naturally possesses cross-cultural communication advantages, but existing dissemination materials suffer from problems such as a lack of translation of cultural connotations and a one-dimensional narrative style; overseas audiences' interests are concentrated in three dimensions: “visual impact,” “technical difficulty,” and “festival ritual.” Based on this, this study proposes a bilingual dissemination strategy of “layered translation + scene adaptation,” providing a paradigm reference that balances theoretical logic and operability for the international dissemination of rural intangible cultural heritage.

Big data; Intangible cultural heritage; Bilingual communication; Youxian iron-making; Cross-cultural communication