Grounded theory-based model of the influence of digital communication on handicraft intangible cultural heritage

Digital technologies have altered social interaction and information transmission, creating new cultural communication media and models. Despite extensive investigations into the effect of digital communication on handicraft intangible cultural heritage (ICH), research on the relationship between the factors that influence the digital communication of handicraft ICH is relatively scarce. This study used open-ended interviews and textual analysis to obtain data concerning these influencing factors. A grounded theory approach found that five core factors have significant effects on the digital communication of handicraft ICH. These are digital communication awareness, cultural communication initiative, adaptability of digital technology, audience acceptance and cognition, and uncontrollable factors. Furthermore, a theoretical “awareness-behavior-attitude” model based on an analysis of the relationships between the five factors was constructed. Finally, the action mechanism of the theoretical model was identified and tested, revealing that the action modes of each influencing factor were inconsistent. Antecedent factors were directly proportional to awareness-behavior, situational factors were inversely proportional to awareness-behavior, and regulatory factors were inversely proportional to behavior-attitude. In addition, situational factors and regulatory factors were found to have a positive impact on antecedent factors.