Digital Narrative and Scene Reconstruction: Cultural Memory Reconstruction and International Communication of Rural Sports Event IP

Taking Jiangmen Qiaoxiang as an Example

Abstract

In the dual context of a mediatized society and global mobility, rural sports events are no longer confined to localized physical competition but have evolved into trans-border cultural symbols and carriers of collective memory. As a renowned "Qiaoxiang" (hometown of overseas Chinese) in China, Jiangmen hosts rural sports events that carry the unique ethnic identity and local attachment of overseas Chinese at home and abroad. However, under the traditional communication model, due to spatiotemporal obstruction and contextual disembedding, these events face the dilemma of memory rupture and diminishing communication efficacy. Based on the theory of cultural memory and media scene theory, this paper adopts a qualitative research paradigm to deeply explore how digital technology promotes the generation and international communication of Jiangmen rural sports event IP through the dual mechanisms of "narrative reconstruction" and "scene recreation." The study finds that digital narrative transforms grand clan history into micro-individual life experiences, realizing the shift of cultural memory from "solid storage" to "liquid flow"; meanwhile, scene recreation utilizes virtual reality and instant interaction technologies to eliminate physical distance, constructing a "digital homeland" with intersubjectivity. The synergy of the two dissolves the "cultural discount" in cross-cultural communication and triggers emotional resonance and value recognition among global overseas Chinese. Based on this, the paper proposes paths such as constructing an omni-media narrative matrix, creating immersive ritual spaces, and cultivating "Glocal" (Global-Local) communication communities, aiming to provide theoretical insights and practical solutions with Qiaoxiang characteristics for the international communication of Chinese rural cultural IP.