Modern Social Science Research

The rapid iteration of new media technologies has created fresh opportunities for the digital communication of intangible cultural heritage. Yet it has also given rise to several prominent issues, namely widespread cultural discount, inconsistent terminology translation, and superficial content dissemination. As a national-level intangible cultural heritage, Chinese blue and white porcelain features diverse decorative patterns, each woven with deep cultural connotations and symbolic meanings. Based on the relevant theories of cross-cultural communication, this paper points out the prevailing pain points in the cross-cultural translation and digital communication of blue-and-white porcelain patterns. This study draws on practical communication data from self-produced short videos on Douyin, Xiaohongshu, and Bilibili. It examines the user feedback and the differentiated characteristics of these three platforms. Based on this analysis, relevant suggestions for using short videos to communicate blue-and-white porcelain patterns are put forward. Furthermore, this paper designs a cross-cultural communication framework guided by the principle of "literal translation, annotation and visualization". The framework ensures accurate translation of porcelain pattern terminology. It also delivers in-depth cultural connotations to foreign audiences. It can greatly reduce cultural barriers and information misunderstanding in cross-cultural exchange. This study aims to provide practical and implementable references for the international communication of traditional blue-and-white porcelain patterns. It also helps promote the global spread of excellent traditional Chinese culture.

Digital dissemination; Cross-cultural publicity translation; Blue-and-white porcelain decorative motifs