Reinvention And Derivation: A Study Of Digital Communication Of Liangzhu Culture

The Liangzhu culture was developed from the Songze culture,whose core distribution area is the Taihu Lake basin,and emerged more than 5,300 years ago.in July 2019,the ancient city site of Liangzhu was inscribed as a World Heritage Site,providing sufficient evidence that Chinese civilization has a 5,000-year-long development history,representing the outstanding contribution of the Yangtze River basin to the origin of Chinese civilization.Taking Liangzhu culture as the object of study,the article uses literature analysis,field research,questionnaires,semi-structured interviews and other research methods,and combines knowledge of communication and semiotics to explore the impact of digital communication on the shaping of communication patterns and the construction of meaning.At the same time,suggestions for optimising future development are put forward in response to the current problems of communication.With the advent of the new media era,the old and new media have moved from "addition" to "integration",not only reshaping the new pattern of information industry development and promoting the digital transformation of the news media,but also giving rise to a new stage of Chinese cultural communication.The media technology has reshaped the communication pattern of Liangzhu culture,and the combination of real and virtual communication fields has realized the interplay of audience perception and multi-dimensional scenes,enhancing the cultural impact with immersion and interactivity.At the same time,the practice of embedded communication and multi-media integration also activates the original cultural ecology and changes the single form of communication,providing more possibilities for the innovative inheritance and creative development of Liangzhu culture and giving it a new vitality in modern life.As cultural heritage,the meaning and value of Liangzhu culture exists through human perception and experience.In the context of digital communication,the original material and spiritual symbols of Liangzhu culture,with the change of narrative and ideological innovation,establish a new semantic relationship,presenting a derivative meaning representing the spirit of the nation and the value of cultural inheritance.On this basis,the powerful symbolic meaning of Liangzhu culture also provides inexhaustible impetus for the construction of Chinese modernisation and a diverse cultural order of world civilisation,and its construction of meaning in the modern context is also a vivid practice of exchange and mutual appreciation of world civilisation.At present,the audience for Liangzhu culture communication is highly territorial,the form of experience in which the audience actually participates is not extensive,there are deviations in the transmission of cultural values,and the development of new forms of communication is not mature enough.These existing problems bring thoughts for optimising the development of Liangzhu culture.In the future dissemination process,the main body of Liangzhu culture should further optimise its resources,focus on the deeper interpretation of cultural meaning,balance the relationship between culture and technology,and cultivate the enthusiasm and initiative of the audience to learn about it.In addition,it is also necessary to further enhance the ability to use digital technology,expand the scope of communication and enhance the effect of communication through the construction of a professional digital communication team and the improvement of a digital interactive feedback system,so as to strengthen the audience’s knowledge and understanding of Liangzhu culture at the digital end.