Utilizing service design approach to improve the dissemination of Chinese shadow puppetry on we-media: the case of Huaxian, Shaanxi Province

Abstract

Chinese shadow puppetry is a unique art variety produced by the ingenious combination of folk arts and crafts with traditional Chinese opera. This aspect represents a vital component of China's Intangible cultural heritage and has global significance. The advent of 5G technology marks China's entry into a new era of thriving we-media. We-media presents an opportunity for traditional culture to re-emerge in a modern and trendy manner. This occurs because of low entry barriers, rapid dissemination, and varied forms of expression. Researchers begin to pay attention to the support that we-media can provide for Chinese shadow puppetry inheritance and protection. However, most of the existing studies are more focused on exploring challenges in the integrated development of Chinese shadow puppetry and we-media instead of proposing optimization strategies based on the cultural functions of Chinese shadow puppetry and the characteristics of different we-media types. Huaxian shadow puppetry in Shaanxi Province is chosen as the primary object of this research because of its exquisite shadow puppet carving craftsmanship, melodious singing voice, and superb shadow puppetry performance skills. Huaxian shadow puppetry is enough to represent the artistic value of Chinese shadow puppetry. This research adopts an interdisciplinary approach and proposes a conceptual framework that ‘uses sociology theory to find problems, use communication theory to analyze problems, use design theory to solve problems.’ Specifically, this research first analyzes the development dilemmas and cultural functions of Huaxian shadow puppetry based on ‘Cultural Function Theory.’ Given the problems, this research then utilizes the ‘Uses and Gratifications Theory’ to investigate how to ‘identify, extract, innovate, reconstruct and display’ the cultural functions of Huaxian shadow puppetry in the process of we-media to meet the needs of contemporary society. After that, this research constructs a service design model to guide Huaxian shadow puppetry we-media creators in creating digital content that effectively meets the needs of audiences. This research uses mixed research methods, including expert interviews, questionnaires, case studies, and data mining. The researcher conducted 15 in-depth interviews to comprehensively understand the fundamental dilemmas and cultural functions of Huaxian shadow puppetry in contemporary society. The researcher gathered 509 valid questionnaires and these data enabled the analysis of user motivations and interaction preferences. Furthermore, the researcher collected approximately 2,100 videos and network data, concentrating on the dissemination patterns of Chinese shadow puppetry-related digital content across we-media platforms. Through the matching analysis of the characteristics of we-media platforms and Huaxian shadow puppetry inheritance needs, the researcher finds that the short video we-media platform is the most beneficial we-media type for Huaxian shadow puppetry dissemination. And among the various short video we-media platforms, TikTok is screened out due to its vast user base and the highest market share. This research develops a service design model aimed at enhancing users' experiences in watching and interacting with Huaxian shadow puppetry digital content on TikTok. Through its findings, this research expects to provide a theoretical and research methodological reference for the practical application of digital technologies in Chinese shadow puppetry dissemination from other regions, even other types of Intangible cultural heritage and to aid in the safeguarding of Intangible cultural heritage.