Guo Yunjiao, Huang Tianle, Luo Qiuju
School of Tourism Management, Sun Yat-sen University, Guangzhou, China.
Front Psychol. 2022 Oct 13;13:1003455. doi: 10.3389/fpsyg.2022.1003455. eCollection 2022.
While research in heritage tourism tends to focus on cultural and anthropogenic motivations and drivers, this paper seeks to examine how social-media narration amidst a broader backdrop context in Chinese mass culture creates, perpetuates, and reinforce feline-focused narratives and practices among social media young followers. Drawing on text and image-based analyses of postings of cat sightings within the official Palace Museum account on a key Chinese microblog, this study reveals the application of three vital narrative strategies at work and corresponding empathic responses: ambassadorial, bounded, and broadcast. The Palace Museum has achieved an enhancement of interaction and emotional exchange between the heritage of Palace Museum and youths and generated a process from attention to emotional engagement and eventually to emotional identification on the part of youths in their attitude toward the heritage of Palace Museum through the workings of three key narrative strategies on Chinese social media. In doing so, this research illuminates the potential of social media-based narratives and charismatic animals in the revitalization of cultural heritage sites and the contributions of setting narrative strategies in engaging the younger audiences while also revitalizing the cultural heritage of the Palace Museum.
虽然遗产旅游研究倾向于关注文化和人为动机及驱动因素，但本文旨在探讨在中国大众文化的更广泛背景下，社交媒体叙事如何在社交媒体年轻追随者中创造、延续和强化以猫为中心的叙事及行为。通过对中国一个关键微博上故宫博物院官方账号中猫出没帖子的基于文本和图像的分析，本研究揭示了三种重要叙事策略及其相应的共情反应在起作用：大使式、有界式和广播式。通过中国社交媒体上三种关键叙事策略的运作，故宫博物院增强了故宫遗产与年轻人之间的互动和情感交流，并在年轻人对故宫遗产的态度上产生了一个从关注到情感投入，最终到情感认同的过程。通过这样做，本研究阐明了基于社交媒体的叙事和魅力动物在文化遗产地振兴中的潜力，以及设定叙事策略在吸引年轻受众和振兴故宫文化遗产方面的贡献。
