Research on Digital Communication and Brand Buildings of Rural Intangible Cultural Heritage: A Case Study of Yingge Dance in China’s Puning

Abstract

This paper takes the national intangible cultural heritage “Yingge Dance” in Puning, Guangdong Province, China, as the research object and explores the application of digital technology in cultural communication and brand building. Through literature analysis, field research, and case studies, this paper reviews the current state of inheritance and the need for digital communication of Yingge Dance in Puning. It proposes the use of short video platforms, virtual reality (VR) technology, and social media matrices to achieve cultural revitalization. Additionally, strategies such as intellectual property (IP) development, cultural tourism integration, and brand collaboration are suggested to build a distinctive brand. Research has revealed that digital communication can break geographical barriers, enhance interactivity and reach intangible cultural heritage, whereas systematic brand building can increase economic value and social impact, providing cultural momentum for rural revitalization.