Study on the International Communication Paths of Jingchu ICH Cultural and Creative Products Represented by Jingzhou Folk Embroidery

Abstract

(ICH)within the scenario of the alignment development between the Cultural Power Strategy and "Belt and Road", innovating ICH creative products as key vehicles for the global circulation of intangible cultural heritages deserves extensive efforts to improve China's international cultural influence. Jingzhou folk embroidery is taken as an exemplary case for this research project. The current study delves into Jingzhou folk embroidery by mainly observing the situation and problems of its present international communication process, and points out its shortcomings in several aspects like limited content, low degree of digitalization, and lack of human resources. A lot of advice is given through consultation with experts from various aspects under the context of cultural inheritance and modern communication rules, aiming at those three improvement directions about optimizing communication approaches to highlight the character of Jingzhou folk embroidery: First, making use of traditional culture as resources for innovation by adding modern elements to products; second, using bilingual short videos and Amazon cross-border e-commerce as two forms of tools to create a digital communication system of creativity; third, striving for communication opportunities by making good use of policies. This research study provides a concrete path for the international development of Jingzhou folk embroidery, while providing an exemplary line of thinking of communication opportunities for the international communication way of other regional ICH creative products. In so doing, Jingzhou folk embroidery plays a role in supporting the domestic strategic deployment of promoting ICH going global.