New media and cultural heritage politics: the intertwining of official authorised heritage discourse, folk decentralisation, and internet positivity in Chinese women’s scripts

Although heritage in the digital age and heritage digitisation have received increasing scholarly attention, critical reflection on new media heritage politics as individuals, communities and institutions transmit heritage remains an unexplored area. This paper aims to fill this gap in the literature by exploring the representation of Chinese Nüshu (literally women’s scripts) on new media platforms, paying particular attention to the centralised nature of Chinese AHD and its decentralisation through digital, democratic grassroots practices on heritage new media. Using a mixed-method approach combining qualitative and quantitative techniques, this study conducted a digital ethnography on several Nüshu social media communities from 2017 to 2022 and more than fifty in-depth interviews with twenty-three Nüshu stakeholders including official and unofficial transmitters, local officials, heritage experts, and local residence. The study finds dynamic negotiations in terms of cultural (re)production, power transformation, actors’ empowerment, and identity construction between the local authorised heritage discourse (AHD) and folk heritage discourse on new media. Furthermore, as a form of decentralisation of local AHD, the study demonstrates the presence of digital heritage democratisation in China through new media. However, this creates the potential for new discursive hegemony in folk heritage society. Recently, short-form content’s popularity has rapidly risen; the study reveals the complex politics of ‘positivity’ in relation to the representation of heritage on short-form video platforms in China.