饮食类非遗电商中的“味觉数字化”传播策略研究——以吴山贡鹅非遗品牌为例

Research on the Communication Strategy of “Taste Digitalization” in E-Commerce of Food Intangible Cultural Heritage—A Case Study of Wushan Gong’e Non-Heritage Brand

摘要: 随着电子商务深度媒介化，虚拟消费场景对感官的降维处理使饮食类非物质文化遗产面临“味觉失语”的结构性困境。本文旨在探讨“味觉数字化”作为新型传播策略的理论意涵与实践路径。采用个案研究法，选取安徽省省级非遗吴山贡鹅为典型案例，分析其电商传播现状与味觉传播痛点。研究发现，饮食类非遗电商普遍存在味觉信息难以编码和传递的问题，本文提出应构建“感官转译–数据建构–沉浸体验”三位一体的传播策略体系，并从平台技术赋能、品牌数据建设、用户感官交互三个层面加以实践。

Abstract: With the deep medialization of e-commerce, the dimensional reduction processing of the senses in virtual consumption scenarios has led to a structural predicament of “taste aphasia” for intangible cultural heritage related to food. This paper aims to explore the theoretical implications and practical paths of “taste digitalization” as a new communication strategy. By using the case study method, this paper selects the provincial-level intangible cultural heritage of Wushan Gong’e (Wushan Tribute Goose) in Anhui Province as a typical case to analyze the current situation of its e-commerce communication and the pain points of taste communication. The research finds that there is a common problem of difficulty in encoding and transmitting taste information in the e-commerce communication of food-related intangible cultural heritage. This paper proposes to build a three-in-one communication strategy system of “sensory translation - data construction - immersive experience”, and to implement it from three aspects: platform technology empowerment, brand data construction, and user sensory interaction.