Differences in Communication between Trendy Doll Clothing and Chuxiong Yi Ethnic Costumes and Pathways for Their Inheritance

Abstract

In the context of digital globalization and the upgrading of cultural consumption, the inheritance of intangible cultural heritage (ICH) and the dissemination of trendy culture exhibit markedly different development trajectories. Taking traditional Yi ethnic costumes from Chuxiong, Yunnan, and trendy doll clothing as research objects, this study systematically compares their communication differences across five dimensions—communicator, content, channel, audience, and effect—based on consumer society theory and algorithmic affordance theory. It explores the core reasons for the declining inheritance of Chuxiong Yi ethnic costumes. The findings reveal that significant differences in the composition of communication subjects, symbolic expression logic, channel operation and feedback mechanisms, audience demand matching, and transformation of communication effects are the key factors hindering the dissemination of Yi ethnic costumes. Based on these findings, this paper proposes practical suggestions including optimizing communication subjects and content, broadening and coordinating communication channels, and integrating platform economy to promote co-creation of ICH. The aim is to provide practical guidance for balancing cultural authenticity and market adaptability in the living inheritance of ethnic ICH costumes such as Chuxiong Yi ethnic costumes, while enriching the theoretical system of ICH communication within the context of consumer society.