DESIGNING CULTURAL VISIBILITY: A COMPARATIVE STUDY OF HERITAGE COMMUNICATION STRATEGIES IN WESTERN XIA AND THAILAND
คำสำคัญ:
Western Xia, cultural visibility, heritage communication, visual design, Thailandบทคัดย่อ
This article explores how cultural visibility can be enhanced through art and design approaches by comparing the heritage communication strategies of the Western Xia cultural landscape in China and major heritage sites in Thailand. Although Western Xia heritage possesses significant historical, artistic, and cultural value, previous studies indicate that it suffers from low public recognition and weak interpretive systems, resulting in limited cultural visibility. In contrast, Thai heritage sites—such as Ayutthaya—have developed strong visual identities, clear symbolic systems, and visitor-friendly interpretive designs that effectively communicate cultural meanings to diverse audiences.
Drawing on cultural visibility theory and digital heritage research, this study analyzes three dimensions of visibility: physical visibility, symbolic visibility, and narrative visibility. Using literature analysis and comparative review, the article identifies key challenges in Western Xia heritage communication, including fragmented narratives, insufficient symbol extraction, and underdeveloped digital presentation. The Thai case provides practical insights into how unified visual identity systems, spatial storytelling, and digital interpretation can strengthen cultural visibility.
The study concludes by proposing art-and-design-based strategies for enhancing the visibility of Western Xia heritage: developing a coherent visual identity, improving cultural symbol recognition, integrating spatial storytelling into site interpretation, and adopting digital technologies to expand public engagement. These findings contribute to heritage communication, visual design, and cultural tourism development.
เอกสารอ้างอิง
Du, R. (2022). Digital technology and the protection and communication of Chinese cultural heritage: A case study of the Mogao Caves in Dunhuang (in Chinese). Science and Technology & Innovation, 1, 114–116.
Fabiani, F. (2019). Digital heritage and cultural identity: The role of immersive technologies in heritage interpretation. Journal of Cultural Heritage, 35, 150–158.
Giaccardi, E. (2012). Heritage and social media: Understanding heritage in a participatory culture. Routledge.
He, M. (2020). Public influence of Western Xia culture and its implications for enhancing the development of Ningxia’s all-region tourism (in Chinese). Journal of Ningxia University (Humanities & Social Sciences Edition), 42(3), 156–165.
ICOMOS. (2011). The ICOMOS charter for interpretation and presentation of cultural heritage sites (Ename Charter). International Council on Monuments and Sites.
Kenderdine, S. (2016). Performing cultural data: Visualization and embodied experience in digital heritage. Digital Scholarship in the Humanities, 31(4), 674–702.
Kirshenblatt-Gimblett, B. (2004). Intangible heritage as metacultural production. Museum International, 56(1–2), 52–65.
Li, X. (2014). Research on tourism product development of imperial tombs: A preliminary study of the Western Xia Imperial Tombs (in Chinese). Tourism Overview, 5, 144–146.
MacDonald, S. (2011). A companion to museum studies. Wiley-Blackwell.
Smith, L. (2006). Uses of heritage. Routledge.
Tilden, F. (2008). Interpreting our heritage (4th ed.). University of North Carolina Press.
UNESCO. (2015). Policy document for the integration of a sustainable development perspective into the processes of the World Heritage Convention. UNESCO World Heritage Centre.
Watson, S. (2016). Heritage and audience engagement: New approaches. The International Journal of Heritage Studies, 22(3), 215–229
.
Zhou, Y. (2015). Western Xia cultural heritage and tourism industry development in Ningxia (in Chinese). Ningxia Social Sciences, 3, 92–96.
