A Study on the Dynamic Dissemination of Yangliuqing New Year Paintings from the Perspective of New Media
Yangliuqing New Year’s Paintings are a quintessential example of Northern Chinese folk art, embodying deep-rooted folk cultural traditions and a unique regional aesthetic sensibility. With the widespread adoption of new media technologies and the mobile internet, the agents, channels, and forms of information dissemination have undergone profound transformations. Relying solely on static preservation is no longer sufficient to sustain the transmission and development of this intangible cultural heritage; it must now rely on new mediums to achieve a living transformation. Building upon an examination of the historical evolution, production techniques, and cultural value of Yangliuqing New Year’s Paintings, this paper analyzes the current state of their development as cultural and creative products. It identifies existing shortcomings in areas such as thematic innovation, creative design, sensory experience, and digital products. Consequently, the paper proposes new pathways for innovation at two levels—the reconstruction of visual language and the empowerment of digital media—to help Yangliuqing New Year’s Paintings chart a new course for development in the new media environment.
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