The Content Guideline of Chinese Jiangnan Classical Garden in BiliBili Videos: A Thematic Analysis with ATLAS.ti

Abstract

The Chinese Jiangnan Classical Garden is an important component of China’s intangible cultural heritage, reflecting philosophical ideas and aesthetic pursuits in traditional Chinese culture. However, Chinese Jiangnan classical garden culture is gradually being forgotten. Against the backdrop of the rapid development of We Media, especially video platforms represented by Bilibili, the dissemination of Chinese Jiangnan Classical Garden culture has shown new characteristics. This study is based on the relationship between media technology and human beings, media evolution, media metaphors, We Media cultural landscape, and de-domination, flow, and re embedding theories Using ATLAS.ti software for thematic analysis of video content on the Bilibili platform with the theme of Chinese Jiangnan Classical Garden culture. Focus on the 25 usergenerated content with high likes in the past five years. This study aims to provide better digital protection and disseminate Chinese Jiangnan Classical Garden culture. The research question and goal are to promote Chinese Jiangnan Classical Garden culture more effectively through We Media, providing specific guideline and theoretical support. Summarized and revealed two core themes of communication: coexistence of nature and humanities and aesthetic and cultural immersion experience, as well as two main modes of communication: multi-level symbol transmission and complementary expression of culture and aesthetics. Research has found that high-quality Chinese Jiangnan Classical Garden videos can enhance communication effectiveness through multi-sensory immersive experiences and symbolic expression. These conclusions provide important references for the creation of garden culture videos and new perspectives for the study of dissemination guideline of traditional culture in We Media.