External communication of Chinese traditional culture under the background of big data

Abstract

Traditional culture is a symbol of a country’s existence and history. The external dissemination of traditional culture is the key to expanding the country’s influence and enhancing the country’s international image. The external dissemination of culture also poses a potential impact on the country’s economy and development. In the context of the information age, the dissemination of Chinese traditional culture is attached great importance. The culture of the Forbidden City, from self-construction to borrowing, from online to offline all-media communication channels, unique and novel cultural and creative products and a young brand image provide it with a unique means of communication. The dissemination of the Forbidden City culture is of positive significance to the demonstration of cultural confidence and the innovation and development of culture, and it can be used as a typical case of the dissemination of Chinese traditional culture. Big data technology analyzes the research object through the process of data collection, data screening and data processing, combined with various data analysis tools, and the ultimate goal is to obtain favorable results for the analyst based on the analysis. The use of big data technology in cultural communication research has gradually become the focus of current scholars. This paper takes the Forbidden City culture as the research object, analyzes the current situation of the foreign communication of the traditional culture of the Forbidden City, puts forward the dilemma of the current external communication of Chinese traditional culture based on the current situation, summarizes the problems and reasons of traditional cultural communication, and designs corresponding solutions combined with big data technology. Through the data simulation of Chinese traditional cultural communication using big data solutions, it is found that the demand satisfaction, cultural benefits after cultural communication, and the direction of cultural influence have all improved after analyzing the user’s individual needs combined with big data technology.

Keywords

Big data traditional culture dissemination personalized analysis

1. Introduction

In the gradual development of big data technology, it has become one of the important technologies for the development of the current cultural industry [1]. The personalized recommendation system realized by combining big data processing technology and recommendation algorithm has become a key marketing method for various electronic malls and video playback platforms [2]. The main goal of big data technology is to collect a large amount of key data in the field of research object, design specific rules to comprehensively analyze the data, and obtain conclusions that are beneficial to the analyst [3]. Big data technology usually uses the python programming language for data collection, uses unstructured databases such as redis and mongodb to store various types of data, and combines data processing tools such as hadoop and spark for data analysis [4]. The data display part can use visualization. The reports are arranged, and the data analysis results are visually displayed by means of histograms and pie charts.

In the long history of the development of the Chinese nation, the “Forbidden City”, as a reflection of the authority of the real dragon emperor and an important symbol of centralization and national unity in ancient my country, its image has long been rooted in the hearts of Chinese people [5]. In many ancient allusions, human history, and even court dramas and documentaries, the “Forbidden City” fully embodies the autocracy of feudal politics, the cruelty of imperial political struggles, and the extravagance of the royal family, so that what the early Forbidden City showed to the public is a This kind of sacred and cold royal image, either lofty and majestic, or solemn, or magnificent, has caused the culture of the Forbidden City to be labeled as sacred, serious, and cold in the hearts of the public, which has created a sense of distance for the public. The dissemination of the Forbidden City culture has positive significance for the demonstration of cultural confidence and the innovative development of culture. At the same time, there are also problems affecting the public’s awareness of the real history. What kind of road the spread of Chinese culture will take is an important indicator of the spread of Chinese traditional culture. Since entering the era of big data, with the advantages of brand and policy support, the dissemination of Forbidden City culture has interesting images and story-like scenes, and more channels of digital communication have been added [6, 7]. Applying big data technology to the cultural dissemination of the Forbidden City can add new methods to the dissemination of traditional Chinese culture and expand the influence of national culture. In addition, it can also greatly increase the tourism promotion of the Forbidden City and increase the income of scenic spots. The application of big data technology in the field of cultural communication has gradually become a key method of cultural communication innovation [8]. At present, there are already successful cases of big data technology in the field of cultural communication. The specific development situation is shown in Fig. 1.

Figure 1.

Application and development trend of big data technology in the field of cultural communication.

2. Questionnaire and analysis

Through the questionnaire distribution survey of 1,000 people related to cultural communication in different occupations, 998 questionnaires were collected. The content of the questionnaire mainly includes the characteristics, advantages, success factors, technology application and other opinions of Chinese traditional cultural communication. The traditional cultural object is specifically set as the Forbidden City, and its specific conditions are shown in Tables 1–4.

Table 1
Characteristics of traditional culture transmission

Num	Feature	Selectivity
1	Interesting image	0.23
2	Storytelling	0.25
3	Other	0.52

A survey of people related to cultural communication in different professions found that nearly half of them believe that traditional cultural communication has storytelling or interesting images. For example, the Forbidden City, as the bearer of traditional culture, is constantly trying new communication methods, giving full play to its own resource advantages, so that the Forbidden City can step down from the high platform that the “serious and rigid” public cannot touch in a “down-to-earth” way [9]. Enter the public’s life with an interesting image, step into the hearts of the public. The Palace Museum also often uses story-based communication methods to spread the Palace Museum culture, making the PALACE Museum culture have a storyline, and using the cultural feelings in the stories to get close to the lives of the public.

Table 2

Advantages of traditional culture communication

Num	Advantage	Selectivity
1	Brand own traffic	0.15
2	Supported by policy	0.36
3	Spread the word through social media	0.49

Table 3

Success factors of traditional culture communication

Num	Factor of success	Selectivity
1	Using digital technology to communicate	0.19
2	Innovative design of cultural and creative products	0.17
3	Clear allegorical expression	0.64

Table 4

Technology application of traditional culture communication

Num	Technology application	Application rate
1	Artificial intelligence	0.11
2	Big data	0.06
3	Other	0.83

From the perspective of the media, in recent years, the dissemination of culture has become more convenient and quicker. People understand the image of the Forbidden City no longer limited to historical books and “shabby” portraits that have been passed down for hundreds of years, but through cultural and creative products, APPs, documentaries, and variety shows. Learn about the Forbidden City in other forms, pull the Forbidden City back from the parallel time and space to the real world, and intersect with our lives. From the perspective of social economy and culture, consumers’ cultural consumption ability has been greatly improved in recent years, and they pay more attention to the interestingness of cultural products, personalized experience and cultural brand attributes [10]. These have provided rich soil for the Forbidden City with its historical accumulation and strong cultural brand. For example, the Forbidden City, which represented the supreme power of the royal family in the Ming and Qing dynasties of China, has a profound cultural heritage and has attracted much attention. Therefore, the public has a high degree of awareness of the Forbidden City and is easy to spread to the outside world. The state has also provided policy support for cultural dissemination, but most people believe that traditional cultural dissemination has gradually begun to spread through social media [11].

Taking the Forbidden City as an example to analyze the success factors of traditional cultural dissemination, on the one hand, the Palace Museum has increased its popularity through the operation of social media, which has attracted more attention to the Forbidden City culture. On the other hand, the Palace Museum subtly spreads the culture of the Palace Museum to the public through the production of cultural programs. The Palace Museum’s strategy of using new media to revive cultural relics and make the Forbidden City’s culture popular is relatively successful. The operation of social media has pulled the image of the Forbidden City from the “altar” to the real world. The combination of the “real world” Forbidden City and the immersive cultural programs not only attracts more people to take the initiative to experience the charm of the Palace Museum, but also allows them to understand the true connotation of the Forbidden City culture – the essence of traditional Chinese culture. With the change of technology and the increase of public demand, the media fusion method of the Palace Museum is being updated at an accelerated rate [12]. Digital technologies such as big data and artificial intelligence are used to make the building “moving” from both online and offline aspects, and make the collection in the museum “live”.

From the statistics of survey data in Table 4, it can be seen that the application rate of big data technology in the current traditional cultural communication is extremely low, and the application rate of technology needs to be greatly increased. In addition, taking the Forbidden City as an example from the point of view of online communication, online scene-based applications have changed the form of cultural communication in the Forbidden City [13]. Although the scenes seen online are all fake, the feelings brought to users are real, the content seen by users is real, and the culture of the Forbidden City that users come into contact with is also real. The integration of the plates shows the details of the cultural relics in an all-round way, which makes up for the limitation of time and space for offline visits [14]. For example, in 2015, the three-dimensional data visualization technology in intelligent technology was used by the Palace Museum as the main technical means to record the panorama of the Forbidden City, and became an important cornerstone of the construction of the online “Panorama Forbidden City”. User experience. In addition, various games jointly produced by the Forbidden City and Internet companies are also new attempts to use digital technology for online communication. For example, the puzzle game “Huizhen Miaobi Qianshan” jointly created by the Forbidden City and Netease is the right to use the “culture” authorized by the Forbidden City, that is, “A Thousand Miles of Rivers and Mountains”. The digital engine jointly uses a brand-new way to show the beauty of the Forbidden City culture to users [15, 16].

In terms of offline communication, the creation of a new type of offline exhibition hall provides the Forbidden City with a different way of communication, enabling users to have a stronger sense of experience inside the Forbidden City and making the interaction between the Forbidden City and users more comprehensive. For example, the Palace Museum used “digital virtual technology” to build the Duanmen Digital Museum in 2015, combining the existing cultural relics and scenes of the Palace Museum with virtual buildings, allowing visitors to walk on the promenade as if they were in the sky above the Palace Museum Secondly, the eight-meter-long “Han Xizai Night Banquet Picture” can allow tourists to experience the prosperity of the capital at a super close distance, allowing tourists to visit and understand the Forbidden City and its culture more intuitively [17]. In 2017, the Palace Museum also applied VR technology to the digital museum, and successively launched the offline digital themed exhibition of “Discovering the Palace of Mental Cultivation” and the VR immersive interactive experience project of “Zhu Di Built the Forbidden City”. The scene of working together in the Hall of Mental Cultivation simulates the problems, difficulties and obstacles encountered by Ming Chengzu Zhu Di in the construction of the Forbidden City, allowing visitors to experience the charm of traditional culture through virtual devices. In 2018, the Palace Museum, using 4D dome experience and holographic immersive interactive technology, cooperated with Phoenix Satellite TV to launch the “Riverside Scene during the Qingming Festival 3.0” exhibition, showing tourists a high-definition dynamic digital scroll. “Surfing the River during the Qingming Festival 3.0” has been processed by digital technology to form a series of dynamic pictures [18]. The characters in it have expressions and movements, making tourists feel as if they are really in the prosperous Bianjing city and in the prosperous Song Dynasty. Many tourists come to visit and experience. Therefore, the Palace Museum uses digital technology to update its online and offline communication experience, so that the public can learn about the culture of the Palace Museum, whether they are staying at home or traveling in it, and have a more comprehensive experience [19] Get to know the Forbidden City and get a better sense of experience. From this we can see the importance of technology in the process of traditional culture transmission, especially big data technology.

Table 5

Other views on traditional culture transmission

Num	Other views	Selectivity
1	Communication content does not conform to cultural connotation	0.25
2	Do not pay attention to individual consumer needs	0.15
3	Failed to pay attention to sharing communication	0.60

It can be seen from Table 5 that the respondents all believe that there are certain problems in the current traditional cultural transmission, and these problems are also the key to the current cultural transmission being hindered.

Through the multiple linear regression algorithm analysis on the obtained questionnaire data, the problems existing in the questionnaire data are obtained, and the algorithms used are shown in Eqs (1)–(5).

$\displaystyle Y=\beta_{0}+\beta_{1}\ast X_{1}+\beta_{2}\ast X_{1}+\ldots+\beta% _{k}\ast X_{1}+\mu$ (1) $\displaystyle\left\{{{\begin{array}[]{l}{\hat{\beta}=({x^{\prime}x})^{-1}x^{% \prime}y}\\ {\hat{\beta}_{0}=\bar{Y}-\hat{\beta}_{1}\bar{X}_{1}-L\hat{\beta}_{k}\bar{X}_{k% }}\\ \end{array}}}\right.$ (2) $\displaystyle\hat{\sigma}^{2}=\frac{\sum{e_{i}^{2}}}{n-k-1}=\frac{e^{\prime}e}% {n-k-1}$ (3) $\displaystyle\bar{R}^{2}=\frac{\textit{RSS}/(n-k-1)}{\textit{TSS}/(n-1)}$ (4) $\displaystyle F=\frac{\textit{ESS}/k}{\textit{RSS}/(n-k-1)}\sim F(k,n-k-1)$ (5)

Among them, $k$ is the number of explanatory variables, $\beta$ is called the regression coefficient, and $\mu$ is the random error term. The larger the $R^{2}$ is, the closer it is to 1, the better the fitting effect of the model. From the calculation formula of $R^{2}$ , it can be seen that the smaller the TSS, the larger the ESS, and the larger the $R^{2}$ , that is, the more components that can be explained by the regression line. Or, in TSS, the larger the proportion of ESS and the smaller the proportion of RSS, the greater $R^{2}$ will be. It follows the F distribution with $(k,n-k-1)$ degrees of freedom. Under the condition of a given significance level $\alpha$ , when $F_{\alpha}>F(k,n-k-1)$ , the null hypothesis is rejected, and the linear relationship of the original equation is significant; on the contrary, when $F_{\alpha}<F(k,n-k-1)$ , the null hypothesis cannot be rejected, and the linear relationship of the original equation is not significant.

3. Problems and development paths of chinese cultural communication

3.1 Dilemma of the Forbidden City’s cultural dissemination

3.1.1 Influence the public’s awareness of real history

History exists objectively and does not depend on human will. However, in the process of cultural dissemination, the Palace Museum often fabricates or adapts history because of its “readability” and “interestingness”. For example, in the “Ruyi Linlang Atlas” APP, there is a picture of “Qianlong Presenting a Dance”, which depicts a minister performing a dance for Qianlong in the Hall of Supreme Harmony. This is a picture that has never appeared in real history. For the group of teenagers, it faces, such interesting pictures really increase the playability of the game and will attract the attention of teenagers. But for the entire Chinese nation, the Hall of Supreme Harmony was originally a place where the emperor worked and discussed matters.

3.1.2 Reduce the heavy sense of history

The heavy sense of history is formed by the joint deposition of material and intangible cultural heritage during the development of the Chinese nation, representing China’s thousands of years of cultural heritage. However, in the process of modern dissemination, the Palace Museum will sometimes ignore historical deposits due to the pursuit of temporary “explosion points”. For example, a popular H5 article created by the Palace Museum in the early years, “Crossing the Forbidden City to See You”, portrayed the emperor as a cheap and cute image, let the palace ladies brush up on Moments, and matched it with pop music, showing a “modernization” as a whole. “The Forbidden City. It is true that the modern version of the Forbidden City has narrowed the psychological distance with the public, making the public think that the Forbidden City is no longer so unattainable, but at the same time, the shaping of the modern version of the Forbidden City also makes the history of the Forbidden City thinner and no longer has historical culture. The heaviness of heritage deposition.

3.2 Development path

3.2.1 Persist in respecting history in the process of dissemination

History can help us see the ups and downs, tell right from wrong, and know how to change. Respecting history means respecting our nation’s own culture. Therefore, the Palace Museum should respect history in cultural dissemination. For example, when building the website and developing the client, the relevant responsible personnel should consult the relevant historical materials to ensure that the historical stories and historical details used are true and have sufficient details. Educational significance, so that the public will not be misled by the wrong historical knowledge when reading and playing, but also learn new historical knowledge because of the design of the link, increasing the public’s interest in traditional culture.

3.2.2 Protecting cultural heritage during dissemination

Cultural heritage is the wealth left to mankind by history. As a world cultural heritage, the Palace Museum is the largest existing palace-shaped building in the world. A large number of rich cultural resources including intangible cultural heritage such as ancient building construction skills. Therefore, in the process of spreading the culture of the Palace Museum, it is necessary not only to protect the material cultural heritage represented by cultural relics, but also to protect the intangible cultural heritage represented by various skills, so as to increase the cultural heritage of the Palace Museum and ensure the spread of the Palace Museum. To the future is a complete and useful culture. This development path can solve some problems in traditional cultural communication, but it cannot be applied to all the difficulties in traditional cultural communication for a long time. In order to make cultural communication close to the needs of the times, the use of big data technology analysis to help traditional cultural communication has become the key now.

4. Big data solution strategy

4.1 Improve communication content based on big data

4.1.1 Channel selection fits the cultural connotation

The advantage of big data technology is that it can make preference recommendations based on user characteristic data. Now we have entered the era of big data. Compared with the point-to-face mass communication mode in the big data era, point-to-point worm-like communication is more popular. And under the situation of media convergence, the simplification of the communication subject will lead to the weakening of the communication effect. Therefore, if you want the Palace Museum to completely enter the public’s field of vision, “selecting channels” is a very important process.

Nowadays, the main body of dissemination of various traditional cultures mainly uses traditional media such as TV and radio, platforms such as websites and clients built by themselves, and social media such as WeChat and Weibo to conduct dissemination and reporting, lacking hot spots, topics and attention from social groups. The Palace Museum should explore an all-media communication path combining self-creation and borrowing, technology application and real-scene display, brand building and cultural and creative production and marketing, breaking through time and space constraints, so that the public can always understand the information about the Forbidden City. Therefore, for the culture of the Forbidden City, in the face of many communication channels with their own advantages and emphases, and with different audiences, they also need to keep pace with the times. Communication strategy, using all media to create a cultural communication model that fits its own characteristics.

4.1.2 Respect individual consumer needs and experience

Combining big data technology with multiple preference recommendation systems is the key marketing skill of various e-commerce platforms and video websites. The media communication channel based on big data provides the possibility of using multiple ways to spread the culture of the Forbidden City, but it does not mean that the inevitability of spreading the effect. With the awakening of users’ self-awareness and the development of economy and Internet technology, the era of personalized consumption has come. Compared with mass communication, users have a strong sense of subject, especially respect “self-feeling”, and attach importance to “being in the experience” in the process of experience. Environment”, and expect customized communication that expresses itself.

Therefore, in the era of big data, personalized experience also needs to be considered. For example, when we share something we like with others, we must know that it is something that the other party likes, and we must also add personal opinions and reasons for recommendation to make it more meaningful. Persuasion, the spread of the Forbidden City culture is the same. It can be seen from this that how to generate cultural appeal and cater to the preferences of different types of people without blindly following and losing the “intention” is an unavoidable problem in the communication of traditional culture and must be solved. Figure 2 shows the simulation situation of user satisfaction with cultural needs after using big data technology to analyze users’ individual needs.

Figure 2.

Demand satisfaction after analysis of individualized needs of users.

4.1.3 Focus on sharing communication

In any scenario, sharing thinking is essential. To make games, we must provide users with enough interactive sharing links, and to do product design, we must give users enough sharing space. In the era of media integration, teenagers, as “indigenous people of the network ecology”, are the main audience group of the Forbidden City’s cultural communication, and under the influence of the Internet and mobile terminals, the effect of social communication is better than viral communication.

Therefore, what cannot be ignored in the cultural communication of the Forbidden City is social media communication, that is, according to different time points and activities, release information that can enter the public’s psychology and become a hot spot, and produce information for the public that is still interesting after seeing and laughing. Media products that can be interacted and shared, either allow traditional cultural knowledge to ferment and spread in social circles such as Weibo and Douyin, or use web pages and application software to create games for the public. Using big data technology to carry out user culture-specific recommendation, it is found that the cost of user culture-specific recommendation is greatly reduced. The specific situation is shown in Fig. 3.

Figure 3.

Changes in cost paid by users for culturally targeted recommendations.

4.2 Expand the influence of communication based on big data

4.2.1 Strengthen brand effect

Big data technology can affix specific labels to fan groups under the brand, and then make cultural communication recommendations for other users of the same type based on the characteristics of the labels. The Palace Museum should pay attention to the rejuvenation of its own brand in the process of cultural communication. “Brand rejuvenation” is a new way of “self-help” put forward by the brand to adapt to the consumption background of young people’s increasing consumption ability, in order to seek the recognition of young people’s lifestyle, values and attitudes, while “Forbidden City” This “old brand” that has lasted for thousands of years naturally cannot be left behind. In recent years, the Palace Museum has experienced a rejuvenation process from marketing to brand alliances, from IP cooperation to visual language innovation. It has made joint efforts from multiple dimensions such as brand, communication, and products, focusing on every key point of contact with consumers. The design of cultural dissemination at this point covers almost all platforms and related fields where the public receives information, trying to create a younger Forbidden City. Therefore, the Palace Museum should gradually eliminate the authoritative, majestic and even superior impressions of the Forbidden City in the minds of the audience through the advancement of this youthful process, and replace it with a kind, gentle, and distance-free Forbidden City, so as to achieve the “Forbidden City”. The value of the brand image is maximized (Fig. 4). Bring brand-new experiences to young people who pursue new things and thirst for new knowledge, make them have various connections with the Forbidden City, and then quickly or slowly walk into and fall in love with the Forbidden City culture, so as to add “New fans”.

Figure 4.

Changes in cultural benefits after expanding cultural communication with big data technology.

4.2.2 Enhance domestic and foreign popularity

Big data technology can be used to disseminate traditional culture on platforms related to international media integration. Taking the Forbidden City as an example, the Palace Museum should also pay attention to the promotion of domestic and foreign popularity in the process of cultural dissemination. In the era of media integration, the communication method completely surpasses time. With the limitation of space, it becomes more and more diverse. This will provide a rare opportunity for the Palace Museum to gain a foothold in China and go global. In the process of global communication, the culture of the Forbidden City should pay attention to the form of interaction with the public on various platforms, pay attention to sharing communication with the public, and use its personalized image to actively overcome differences in cultural concepts and cognitive habits. The barriers to cross-cultural communication, seize the opportunity to build a suitable platform in an appropriate way, seek a new way of blending with foreign cultures, seek a perfect model of communication with international audiences, and open up an experience for Chinese people and international friends The cultural window of the excellent traditions of the Chinese nation contributes to improving the popularity at home and abroad, so as to expand the influence of the Forbidden City’s culture. This will not only deepen users’ understanding of the Forbidden City culture, but also enhance the effect of communication and accumulate energy for the subsequent development of the Forbidden City culture.

Figure 5.

Changes in cultural influence after combining big data technology.

5. Conclusion

The use of big data technology in cultural communication research has gradually become the focus of current scholars. Applying big data technology to the cultural dissemination of the Forbidden City can add new methods to the dissemination of traditional Chinese culture and expand the influence of national culture. In addition, it can also greatly increase the tourism promotion of the Forbidden City and increase the income of scenic spots. This paper takes the Forbidden City culture as the research object, analyzes the current situation of the foreign communication of the traditional culture of the Forbidden City, puts forward the dilemma of the current external communication of Chinese traditional culture based on the current situation, summarizes the problems and reasons of traditional cultural communication, and designs corresponding solutions combined with big data technology. Through the data simulation of Chinese traditional cultural communication using big data solutions, it is found that the demand satisfaction, cultural benefits after cultural communication, and the direction of cultural influence have all improved after analyzing the user’s individual needs combined with big data technology.

Footnotes

Funding

This study was supported by 2021 Three Longitudinal Scientific Research Project of Heilongjiang Bayi Agricultural University (RRCPY202104), 2022 Daqing Philosophy and Social Science Planned Research Project (DSGB2022051) and 2021 Key Research Project of Heilongjiang Economic and Social Development (Special subject of foreign language) (WY2022063-C).

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