The External Dissemination Pathways of Chinese Jade Culture from the Perspective of Intangible Cultural Heritage

Abstract

Purpose: This study provides a systematic, multi-dimensional analysis of the external dissemination pathways of Chinese jade culture, examining its promotion as a form of intangible cultural heritage (ICH) and a vector of national soft power. The research aims to develop a comprehensive framework for understanding the complex interplay between cultural elements, dissemination mechanisms, strategic channels, and international audience reception in the digital age.
Methodology: A mixed-methods approach was employed. The study first developed a four-layer conceptual framework through a qualitative content analysis of policy documents and academic literature. This was followed by a quantitative analysis of secondary data from 2008 to 2025, including a temporal analysis of over 1,500 dissemination events, a geographic mapping of activities across 10 world regions, and a comparative effectiveness assessment of eight primary dissemination channels. The analysis is further supported by a cross-cultural survey (N=850) of audience perceptions and engagement across five distinct demographic groups.
Findings: The results reveal that a hybrid dissemination strategy integrating online and offline channels is over three times more effective at fostering deep engagement than digital-only approaches. While digital platforms, particularly short-video formats like TikTok, have become the dominant force for achieving mass audience reach, they are least effective at facilitating deep knowledge transfer, creating a gap between cultural visibility and understanding. The Belt and Road Initiative (BRI) is identified as a primary catalyst and corridor for cultural dissemination, though its impact is geographically uneven and framed primarily through an economic lens. A significant cross-cultural communication gap persists, with international audiences engaging with jade on an aesthetic level but often failing to grasp its deeper symbolic and spiritual significance.
Implications: The findings provide a strategic roadmap for policymakers and cultural institutions. An effective dissemination strategy requires a portfolio approach, using different channels to target specific outcomes and audiences. The study highlights the critical need to move beyond simple exposure by investing in high-quality, culturally translated content and integrated hybrid experiences to bridge the gap between superficial engagement and genuine cultural understanding. This research contributes a novel, empirically grounded framework for analyzing and optimizing ICH dissemination in a globalized and digitally mediated world.