Cross-Media Narrative Methods and New Product Design of Taizhou Embroidery from the Perspective of Living Heritage

Abstract

From the perspective of living heritage, this paper explores innovative digital design methods for intangible cultural heritage (ICH) to promote the sustainable development of Taizhou embroidery in modern society and provide new approaches and methods for the transmission and dissemination of ICH. Based on transmedia narrative theory and through literature review and case studies, the study proposes three principles of transmedia narrative for Taizhou embroidery—story world, media convergence, and user interaction. It extracts keywords for cultural and creative design, and constructs a cross-media narrative strategy for Taizhou embroidery from three dimensions: cultural tracing, innovative integration, and audience experience. The study then integrates these strategies into AIGC-generated design solutions to explore new development models for Taizhou embroidery. The integration of transmedia narrative theory and digital cultural and creative design of Taizhou embroidery enhances public engagement and cultural identity, promoting innovative transformation and sustainable development of ICH.