The Cross-media Storytelling Method of Zhengzhou Shang Dynasty Site Museum from the Perspective of Cultural Memory Theory

Jiaxin  Liu; Chaiyot  Wanichwatthananuwat; Ntapat  Worapongpat

Authors

Jiaxin Liu Faculty of Fine and Applied Arts Bangkokthonburi University, Thailand
Chaiyot Wanichwatthananuwat Faculty of Fine and Applied Arts Bangkokthonburi University, Thailand
Ntapat Worapongpat Faculty of Fine and Applied Arts Bangkokthonburi University, Thailand

Keywords:

Cultural Memory Theory, Cross-media Storytelling, Zhengzhou Shang Dynasty Site Museum, Museum Communication, Digital Heritage

Abstract

From the perspective of Jan Assmann’s Cultural Memory Theory, this study explores the cross-media storytelling practices of the Zhengzhou Shang Dynasty Site Museum and examines how transmedia narratives contribute to the preservation and reconstruction of cultural memory. Employing literature research, field investigation, and case analysis, the study focuses on the museum’s representative cross-media projects, including its digital exhibitions, immersive interactive installations, social media communication, and cultural and creative IP products, to analyze how different media platforms collaboratively construct coherent historical narratives. The findings reveal that the museum establishes a multidimensional storytelling framework through the integration of archaeological heritage, digital technologies, and participatory media, significantly enhancing audience engagement, cultural identity, and memory retention while expanding the accessibility of Shang civilization. Furthermore, the study identifies an innovative narrative model characterized by multi-platform content integration, audience participation, and dynamic memory reconstruction, providing a practical framework for cross-media communication in archaeological museums. Theoretically, this research bridges the gap between Jan Assmann’s cultural memory framework and the practical design of transmedia museum exhibitions, demonstrating how cultural memory theory can guide museum storytelling strategies in the digital era. The findings offer both theoretical insights and practical references for heritage communication and digital museum innovation.

Author Biography

Jiaxin Liu, Faculty of Fine and Applied Arts Bangkokthonburi University, Thailand

Nonthaburi

References

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