The Collaborative Development of Bilingual Live Streaming in Enabling the International Communication of Intangible Cultural Heritage and Rural Revitalization

In the era background of the strengthening of globalization trend and the in-depth promotion of China’s rural revitalization strategy, the international dissemination of intangible cultural heritage (hereinafter referred to as “intangible cultural heritage”) has great significance for cultural inheritance and continuation, rural economic and social development. At present, there are some problems in the international communication of traditional art intangible cultural heritage in China, such as the gap of inheriting talents, cross-cultural communication barriers and technical application bottlenecks. This study takes Jiaodong Sand Big Bowl as an example, comprehensively analyzes the opportunities and challenges it faces, puts forward specific development strategies, and explores the innovative application of bilingual live broadcasting in the international dissemination of intangible cultural heritage. By constructing the theoretical framework of “technology empowerment-cultural innovation-value extension” and combining field investigation and case analysis, this study deeply explores the internal mechanism and practice path of inheritance and continuation of intangible cultural heritage in the process of international communication, rural revitalization and coordinated development of international sales. To reveal the mechanism of cross-border live broadcasting in breaking the barrier of cultural transmission and activating the inheritance of intangible cultural heritage. The results show that bilingual live broadcasting achieves modern translation and global dissemination of intangible cultural heritage through scene reconstruction, symbol transformation and value co-creation. This study provides a theoretical reference and practical paradigm for the international dissemination of intangible cultural heritage in the digital era, which is helpful to enhance the international influence of Chinese culture, promote the comprehensive revitalization of rural areas, and is of great significance for enhancing the soft power of Chinese culture.