Research on Multiple Paths for the Modern Communication of Bashu Culture

Abstract

In the context of globalization and digitalization, the modern communication of Bashu Culture confronts multifaceted challenges, including the fragmentation of cultural symbols, over-reliance on traditional media channels leading to audience attrition, and cross-cultural cognitive biases resulting in “cultural discount”. To address these issues, this study systematically integrates the 5W communication model, media convergence theory, and cultural soft power theory to construct a three-dimensional analytical framework of “communication elements-technology empowerment-effectiveness enhancement.” Through an in-depth case analysis of Sanxingdui Culture’s communication practices, this research identifies four innovative modernization paths: (1) media convergence to build a multi-dimensional matrix through cross-platform narratives; (2) International collaboration to expand cultural diplomacy networks via dual-venue exhibitions and blockchain-based digital twin projects; (3) Digital innovation to enhance cultural experience value through VR/AR immersive technologies and NFT-based cultural IP development; (4) Education empowerment to cultivate sustainable ecosystems via museum-school partnerships and youth engagement programs. Empirical evidence demonstrates that the synergy of these strategies significantly improves communication outcomes, achieving a 28% increase in user engagement and a 68% retention rate on digital platforms. By transcending traditional linear communication models, this study contributes a novel theoretical framework and actionable solutions for the modern transformation of regional cultures, particularly emphasizing the role of technological integration, audience segmentation, and global-local synergy. Future research could further explore metaverse-based cultural experiences and dynamic evaluation systems to advance heritage sustainability.