EXPLORING CULTURAL TRANSMISSION IN CHINESE PAPER-CUTTING PRODUCTS: A STUDY AND ANALYSIS UTILIZING BIG DATA FROM SOCIAL MEDIA PLATFORMS
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Abstract
This study aimed to: 1) identify and analyze the main focal points of public opinions regarding paper-cutting products on social media platforms, 2) determine and profile the users actively engaging in discussions about paper-cutting products, and 3) explore and understand the overall attitudes of the public on social media platforms towards paper-cutting products. The research utilized big data analysis techniques with Weibo as the primary data source, comprising 7,042 posts and 104,042 comments spanning a decade (2013-2022).
The study findings revealed: 1) Paper-cutting products were recognized for their profound cultural value as traditional intangible heritage, fostering emotional connections and preferences among the public. The uniqueness, cultural sustainability, creativity, and innovation associated with paper-cutting contribute significantly to its popularity. 2) User activity trended on Weibo demonstrate a significant increase in posting numbers, particularly from official accounts promoting traditional culture, highlighting government support for preserving intangible cultural heritage. and 3) The sentiment analysis of Weibo posts indicated that the majority of people hold a positive attitude towards paper-cutting products, despite some negative sentiments. This also shed light on the current challenges and difficulties faced by Chinese paper-cutting products.
The study validated the applicability of combining the Charm Quality Theory with the Theory of Planned Behavior in the cultural product domain. Ultimately, this provided actionable insights for managers, emphasizing the role of social media in cultural product promotion and understanding public preferences. This contributed to the preservation and promotion of traditional cultural art forms, aligning with UNESCO's cultural promotion advocacy and the United Nations' development goals.
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