RESEARCH ON SUSTAINABLE COMMUNICATION STRATEGIES OF INTANGIBLE CULTURAL HERITAGE UNDER EXPERIENCE DESIGN STRATEGIES: TAKING JIANGSU WOODBLOCK NEW YEAR PICTURES AS AN EXAMPLE

บทคัดย่อ

Jiangsu woodblock New Year pictures are an important form of China's intangible cultural heritage, but their contemporary dissemination is confronted with challenges such as a shrinking audience, a single form of experience, and weakened cultural contextualization. Existing research mainly emphasizes historical verification, style analysis or innovation at the product level, leaving a research gap in user-centered and sustainable communication frameworks. This study employs the theory of experience design to construct a new paradigm for the dissemination of Jiangsu woodblock New Year pictures. The research aims to: (1) clarify the cultural origin and social functions of woodblock New Year pictures in the Jiangnan region; (2) Diagnose core communication barriers in the digital and globalized media environment; (3) Build an experience-driven strategic model of "scenario-based - interactive - digital" to support long-term revitalization and public participation. This study employed a hybrid approach - including literature analysis, questionnaire surveys (n=167), field observations, and interviews with provincial inheritors - to identify major obstacles such as fragmented audience journeys, limited multi-sensory engagement, and disconnection from contemporary lifestyles.

The research results show that integrating experience design into the dissemination of intangible cultural heritage can effectively promote emotional resonance, behavioral participation and meaning construction. The proposed strategic model forms a closed-loop path, ranging from digital archiving to scenario-based integration across education, cultural tourism and business Settings, and finally to user co-creation and social media dissemination.