DIGITAL ART COMMUNICATION OF CULTURAL HERITAGE IN THE INTERNET ERA

Cultural heritage comprises a composite collection of material and immaterial, artificial and natural assets that represent a nation’s culture and identity. It simultaneously plays a symbolic role in building a country’s image and sense of belonging. The dissemination of such heritage, and consequently, the study of possible forms of analysis and communication, is a primary goal for every nation. The progressive development of the World Wide Web since the last decade of the previous century, along with the spread of the Internet, has marked a new phase in this dissemination, creating an entirely new environment for the diffusion and development of cultural heritage. Leveraging the Inter- net’s potential for digital dissemination of heritage is now a highly relevant and valuable contemporary choice. From the inception of the concept of cultural heritage to its transmission in modernity and the necessary cultural choices that followed, there has been a shift that transcends the traditional separation between material and immaterial dimensions (Maurano, 2005) and incorporates a vertical dimension of “excellence” and “non-heterogeneity” (Lupo, 2019). Today, the concept of cultural heritage is viewed not simply as an accumulation of assets of historical, artistic, and/or archaeological interest but as a collection of expressions (both tangible and intangible) selected by a social group as worthy of being transformed into heritage to affirm and pass on its cultural identity over time. At the he- art of today’s understanding of cultural heritage is the idea that it, in its diversity, represents the outcome of a dynamic process of constructing a community’s identity, articulated through a strategy of promoting specific identity forms and particular valorizations of a people’s history (Lupo, 2019). This development not only facilitates systematic selection of this broad concept but also helps strengthen its “spiritual identity” and rapid dissemination on the web, avoiding negative distortions of its intrinsic meaning. In the era of advanced Internet, we have moved from a digital “cyberspace” context to an omnipresent connection; from a centralized model of diffusion to a decentralized network where the relationship between transmitter and receiver has transformed from a passive, one-way model to an interactive, two-way model. These changes in communication dynamics are now the foundation of the digital dissemination of cultural heritage. The web today offers numerous advantages: a young audience with strong transmission capacity, the social group’s dissemination power based on social relationships, techno- logical support from data, and the evolution of mobile media scenarios. Cultural heritage, through artistic digitalization, is taking on new expressions, breaking down cultural barriers, and communicating effectively in an international context. This transformation has significant relevance for cultural affirmation, the cultural industry, cultural identity, and international dissemination. Today, thanks to the penetration of social media such as WeChat and Weibo and the spread of new forms of communication like short videos and live streaming, new opportunities are emerging for the digital dissemination of cultural heritage. However, both in practice and academic research, timely and effective responses are lacking. The study of digital artistic dissemination pathways for cultural heritage through the web thus becomes a primary research objective.In the context of digital dissemination of cultural heritage, design plays a pivotal role today. Platform selection, user needs analysis, and the design of visual elements, with a particular focus on content importance, usability, interface aesthetics, and interactivity, are skills inherent to our discipline. This research investigates the key strategies for disseminating cultural heritage online, delving into message curation and immersive experiences, as well as methods to over- come cultural barriers through accessible communication languages. A new ecology of digital artistic dissemination is proposed, based on interactivity and media integration. Through the study of design methodologies and design practices, digital tools can be created to enable effective dissemination of cultural heritage. The primary goal of the research is to create a virtual museum for the international dissemination of cultural heritage. The applied case study is the narration of the cultural heritage of the Li ethnic minority in Hainan Province, southern China. Through field research with practical project applications, case study analysis, expert interviews, and survey research, the foundation was laid for the development of the project’s final output. The research then sets some secondary objectives: First, Contributing original practices to cultural heritage communication, emphasizing the importance of cultural selection for adapting heritage to technological innovation and intercultural communication. Second, Developing a systematic study on the digital translation of cultural heritage. Third, Creating a communicative language that is easily understandable and accessible, aiming to bridge cultural barriers in the international dissemination of heritage. Finally, Exploring design methodologies and strategies for disseminating digital artistic products related to cultural heritage, providing a comprehensive theoretical framework for their sustainable development.