Research on the Communication Strategy and Influence of Chinese Cultural Symbols in Public Administration in the Era of Digital Media

Abstract

The rapid advancement of digital technologies has positioned digital media as a pivotal platform for cultural dissemination and public governance. This study investigates the communication strategies and impacts associated with Chinese cultural symbols within the digital media landscape, with particular attention to the ways in which digital technologies facilitate innovative cultural representation and broaden the international reach of traditional Chinese culture. Employing a case study approach, the research examines three representative domains, namely digital museums, digitally mediated cultural programmes, and the digital preservation of intangible cultural heritage. The “Digital Palace Museum” initiative serves as the principal case for exploring the mechanisms through which digital technologies reshape the creation, transmission, and interpretation of cultural symbols. The findings reveal a substantial evolution in museum-related media coverage. During the period from 1949 to 1966, conventional news reports constituted 78.1% of museum reporting, whereas in the new era of socialism with Chinese characteristics, the proportion of thematic and feature-oriented coverage increased to 35.6%. This shift reflects a broader transition from eventcentred reporting towards more comprehensive and analytical forms of cultural communication. Furthermore, digital cultural productions exemplified by “Tang Palace Banquet” generated exceptional public engagement, accumulating approximately 2.5 billion topic views and exceeding 3 billion online clicks. These outcomes demonstrate the effectiveness of digital platforms in strengthening cultural recognition and expanding cultural influence. The Palace Museum’s “Digital Forbidden City” initiative further illustrates the transformative potential of cultural digitalisation. Through the integration of virtual reality (VR) technologies and international collaborative partnerships, the project has expanded public access to cultural resources while enhancing the global visibility and influence of Chinese cultural heritage. Collectively, these findings contribute theoretical insights into the digital transformation of cultural communication and provide empirical evidence to support the development of public policies for cultural dissemination. Ultimately, the study highlights the strategic role of digital media in fostering the sustainable preservation, transmission, and international promotion of China’s outstanding traditional culture.