From "He Shu" to "Zi Shu": Research on the Construction of Intangible Cultural Heritage Discourse Power in the Change of News Narrative

DOI: https://doi.org/10.62517/jnme.202610212

Author(s)

Mingxuan Zhao

Affiliation(s)

Xinjiang University of Finance and Economics, Urumqi, China

Abstract

Intangible cultural heritage (hereinafter referred to as "ICH") serves as an extremely important carrier of national culture, and its inheritance and dissemination have always been highly valued by the academic community. In today's highly developed media landscape, the narrative approach of ICH has undergone a clear and significant transformation: from the previous "other narration" dominated by external forces such as media, scholars, and the government, to the current "self narration" actively voiced by internal subjects like ICH inheritors and community members. Therefore, this shift in narrative subjects is not merely a change in communication forms but also a restructuring of the discourse power structure [1]. Hence, this paper adopts critical discourse analysis as its theoretical framework [2], selects representative ICH projects, and systematically and rigorously examines the narrative texts presented on traditional media and new media platforms. It clarifies the differences between "other narration" and "self narration" in terms of discourse strategies, narrative perspectives, communication motivations, and power relations. This naturally and appropriately leads to a discussion on the discourse power of ICH in the contemporary construction mechanism of China, and further analyzes the practical impact of the shift in discourse power on the protection and inheritance of ICH. Ultimately, it provides theoretical references and practical paths conducive to the healthy development of ICH in modern society.

Keywords

Intangible Cultural Heritage; Discourse Power; Narrative Transformation; Otherness; Self-Narration; Critical Discourse Analysis

References

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