Multimodal Synergy: Multimodal Communication Pathways for Hengyang Regional Culture

Abstract

Against the backdrop of the deep integration of globalization and digitalization, the international communication of regional cultures is undergoing a paradigm shift from “text-centeredness” to “modal convergence.” Hengyang regional culture, as a distinctive part of Chinese culture, faces persistent challenges in its international dissemination, including cultural discount, platform dependence, and stereotypical perceptions. To address these challenges, this study aims to explore multimodal international communication pathways for Hengyang regional culture. Drawing on multimodal discourse analysis theory and digital humanities technologies, the study adopts a systematic approach that integrates literature review, case analysis, and comparative studies. The findings reveal that Hengyang regional culture exhibits a five-dimensional structure comprising “Nanyue Longevity Culture,” “Chuanshan Culture,” “Anti-Japanese War Culture,” “Red Culture,” and “Modern Culture.” Accordingly, the study proposes a multimodal pathway model centered on the dual strategies of “creative transformation” and “multimodal synergy,” supported by specialized corpus construction, 3D digitization of cultural relics, and innovative multimodal content production. The results indicate that such an integrated pathway can effectively mitigate the cultural discount effect, reduce platform dependency, and break down stereotypical barriers in cross-cultural communication. In conclusion, this study provides a systematic theoretical framework and practical insights for the international cultural communication of Hengyang and other similar small and medium-sized cities, offering actionable strategies for enhancing global cultural outreach.