Research on the Construction and Communication of Wu Dialect Cultural and Tourism IP Empowered by Digitalization

Abstract

Under the combined influence of globalization, urbanization and digital technology, the Wu dialect, a living fossil of Wuyue culture, is facing unprecedented inheritance challenges, with problems such as aging of inheritors, limited offline communication, weak international influence and prominent intergenerational disconnect gradually emerging. Against this background, our research team takes the construction and communication of Wu dialect cultural and tourism IP as the research object, combines the national policies on the inheritance of excellent traditional Chinese culture and the construction of Digital Chinese, and takes Lasswell's 7W Model as the main analytical framework to explore the integration of three types of IP: cultural resource-based, creative experience-based and digital communication-based. Digital technology empowerment is the key to solving the inheritance dilemma of the Wu dialect. It not only provides theoretical and practical solutions for its living conservation, but also guides the Wu dialect from niche inheritance to mass communication, ultimately realizing the sustainable development of regional linguistic culture.