Abstract

This study aims to investigate the digital impacts on the preservation and dissemination of cultural traditions, focusing specifically on the Sanyuesan Festival in Guangxi, China. By examining the role of digital self-media platforms in shaping the transmission and evolution of cultural practices surrounding the festival, this research seeks to uncover the mechanisms through which digital technologies influence cultural identity, community cohesion, and intercultural dialogue. To achieve this aim, the study adopted a qualitative research approach, conducting semi-structured interviews with nineteen participants from China who had knowledge and experience related to the Sanyuesan Festival. Data collection involved thematic analysis, which allowed for the identification of key themes and patterns in participants’ narratives. Interviews were conducted until saturation was reached, ensuring comprehensive coverage of the research topic. Preliminary findings suggest that digital self-media platforms play a significant role in the preservation and dissemination of cultural traditions associated with the Sanyuesan Festival. Participants highlighted the ways in which social media, video-sharing platforms, and other digital tools enabled them to share their cultural practices, connect with others, and engage in cultural exchange. Moreover, participants expressed concerns about the potential challenges and ethical considerations associated with digital cultural preservation efforts. This study contributes to a deeper understanding of the digital impacts on cultural traditions, highlighting the importance of digital self-media platforms in shaping cultural identity and heritage.