Analysis of the Cross-Media Transformation Path and Market Communication Effectiveness of Folk Paper-Cutting Art Driven by Cultural IP
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Abstract
The inheritance and development of folk paper-cutting art is an important issue in the protection of intangible cultural heritage. Continuing cultural vitality and achieving market-oriented dissemination through modern innovation are key directions for living heritage transmission. Taking Shaanxi paper-cutting as the research object, this paper proposes and constructs a comprehensive framework for cultural IP transformation. The study first evaluates the cultural IP value of Shaanxi paper-cutting and extracts core visual symbols and narrative motifs. It then designs cross-media transformation paths, including visual re-creation of symbolic elements, narrative construction across media, and technology-integrated immersive experience. A controlled experiment with a sample size of 512 is used to test market communication effectiveness. The results show that the cultural IP transformation strategy significantly improves audience cognition, emotional attachment, consumption willingness, and cultural identity, with emotional connection exerting the strongest effect on consumer willingness. The study provides a feasible path for the innovative transformation and market dissemination of Shaanxi paper-cutting and offers reference for living transmission of intangible cultural heritage.
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