Developing a Digital Communication Model for Cultural Heritage: Case Study of Zhuang and Thai-Isan Ethnic Groups

Abstract

This study aims to design and implement an effective digital communication model that leverages emerging technologies for the preservation and dissemination of Zhuang and Thai-Isan cultural heritage in the digital environment. The increasing reliance on social media, artificial intelligence (AI), and virtual reality (VR) has transformed traditional methods of cultural dissemination, necessitating a structured Digital Communication Model for Cultural Heritage to bridge generational and technological gaps. The research employs a mixed-methods approach, integrating ethnographic fieldwork, surveys, and digital analytics to examine digital engagement with Molan and Molam performances. The study was conducted in Nanning and Jingxi, China, and Mahasarakham and Roi-Et, Thailand—regions where these performances are culturally significant. Data collection included participant surveys, structured interviews with cultural experts and performers, and digital platform analysis. The findings reveal a generational divide in cultural engagement, with younger audiences preferring digital platforms like TikTok and YouTube, while older generations rely on live performances and television. The results highlight the risks of cultural misrepresentation and dilution when heritage content is adapted for digital media without proper contextualization. The study proposes a hybrid digital communication model incorporating professionally generated content (PGC), user-generated content (UGC), and AI-generated content (AIGC) to ensure authenticity and sustainability. Recommendations include integrating digital literacy programs, immersive storytelling, and interactive media to enhance engagement. This research provides a replicable framework for digital heritage management, contributing to the evolving discourse on cultural sustainability in the digital era.