Yunyang Phoenix Lantern Dance in the Context of Contemporary Communication: Cultural Cognition and Platform Presentation

Abstract

This study aims to examine the contemporary communication of the Yunyang Phoenix Lantern Dance, a traditional folk performing art, through social media platforms. The objectives of the study are to investigate the mechanisms of platform-based presentation, analyze audiences’ cultural perceptions, and propose strategies for social media communication. The research adopts a mixed-methods approach, consisting of platform content observation, questionnaires, and in-depth interviews. The findings reveal that short-video platforms often fragment the performance into separate segments, thereby diminishing its cultural meanings and ritual contexts. The study concludes that sustainable communication of cultural heritage requires a “Collaborative Narrative” strategy to achieve a balance between algorithm-driven visual appeal and cultural understanding.