Research on the Digital Translation of Bamboo and Wood Intangible Cultural Symbols in Jiangxi from the Perspective of Cross-media Communication

Cross-media communication provides a new opportunity for the living inheritance of intangible cultural heritage, and also causes the problem of digital translation of cultural symbols to be overcome. This paper takes Jiangxi bamboo and wood intangible cultural heritage as an example to propose the connotation and extension of “bamboo and wood cultural symbols”, subdivides them into four aspects: material symbols, technical symbols, pattern symbols and functional symbols, analyzes their internal symbolic attributes and translation problems of cross-media communication, so as to construct a four-step digital translation model of “bamboo and wood cultural symbols” of “collection coding, translation mapping, scene reconstruction, and experience generation”, and discusses the importance of body participation in cultural symbol decoding and meaning generation from the perspective of embodied cognition. This paper further proposes a multi-directional symbol system hierarchical extraction strategy, an adaptation strategy for digital media translation, a scene experience construction strategy with physical participation, and a product development strategy for “bamboo and wood cultural and creative +” translation, which constitutes a relatively complete theoretical and methodological framework from symbol extraction, translation realization, scene landing, and value transformation. This study also responds to the practical requirements of the national cultural digitalization strategy and rural revitalization strategy, and has theoretical and practical significance for the transformation of Jiangxi bamboo and wood intangible cultural heritage from “cultural resources” to “cultural assets”, and can also be used as an analysis model for reference in the research on the dissemination of traditional handicraft intangible cultural heritage.