Search

Research on the International Communication Model and Strategies of Xi’an Drum Music Culture in the Context of the Belt and Road Initiative

Author(s)

Si Chen

Affiliation(s)

Department of International Sinology, Xi'an International University, Xi'an, Shaanxi, China

Abstract

The Belt and Road Initiative has accelerated the global dissemination of outstanding traditional Chinese culture, bringing musical intangible cultural heritage such as Xi’an Drum Music into a critical stage of digital transformation and international communication. Drawing on the “Human–Art–Context” triadic interaction model and adopting methods including literature review, case analysis, interviews, and comparative research, this study conducts a systematic examination of the communication subjects, content structure, and media pathways of Xi’an Drum Music. The research findings indicate that current international dissemination faces several challenges, including insufficient depth in digital translation, limited cross-cultural explanatory power within the communication discourse system, and fragmented application of immersive experience technologies. In response, this paper proposes a “Trinity” international communication model and four-dimensional communication strategies from a systemic reconstruction perspective, aiming to balance cultural authenticity with contemporary dissemination needs and provide a transferable pathway for the global dissemination of musical intangible cultural heritage. The research holds practical value for building a cultural community under the Belt and Road framework and enhancing cultural soft power.

Keywords

Xi’an Drum Music; International Communication; Intangible Cultural Heritage; Digitalization; Belt and Road Initiative

References

[1] Dai M., Feng Y., Wang R., et al. Enhancing the digital inheritance and development of Chinese intangible cultural heritage paper-cutting through Stable Diffusion LoRA models. Applied Sciences, 2024, 14(23):11032. [2] He P. Construction of digital creation development model for intangible cultural heritage crafts in China. Humanities and Social Sciences Communications, 2024, 11:1745. [3] Su Y., Zhang L., Li J. Digitizing intangible cultural heritage in China: Modes, challenges and prospects. In: Jia H., Li F. (Eds.). Digital humanities and cultural heritage in China. Communications in Computer and Information Science, Vol. 1509, pp. 171-183. Springer, 2022. [4] Jing X., Tan F., Zhang M. Digital application of intangible cultural heritage from the perspective of cultural ecology. Journal of Smart Tourism, 2021, 1(1):41-52. [5] Hammou I., Aboudou S., Makloul Y. Social media and intangible cultural heritage for digital marketing communication: Case of Marrakech crafts. Marketing and Management of Innovations, 2020, (1):121-127. [6] Paquienseguy F., Guo Q. Douyin and the digital spread of intangible cultural heritage: Transforming cultural dissemination in the short videos age. Emerging Media, 2025, 3(2):343-366. [7] Fu Y. Exploration on the role, function and cultural mission of art think tanks in the “digital communication of intangible cultural heritage”. Fuel Cells Bulletin, 2025, 1:49-62. [8] Chen Y. Xi'an Guyue – Xi'an old music in new China: “Living fossil” or “flowing river”? SOAS, University of London, 2005. [9] Cheng J., Hao S. Research on the Innovative Paths of Digital Empowerment of Xi'an Drum Music Intangible Cultural Heritage Exhibitions. Journal of Journalism and Communication Science, 2025, 13(7): 1319-1327. [10] Tang Y., Wang Z. Preserving the past: Digital strategies for cultural heritage in modern China. Profesional de la información, 2024, 33(3): e330321.