人工智能生成内容技术视域下香云纱染整技艺的视觉化传播路径研究

Visual Communication Pathways for the Xiangyunsha Dyeing and Finishing Technique in the Context of Artificial Intelligence Generated Content Technology

摘要: 随着人工智能与数字媒体的发展，非遗数字化传播逐渐成为文化传承领域的重要议题。本文以国家级非物质文化遗产代表性项目香云纱染整技艺为研究对象，采用文献研究、案例分析与网络观察等方法，对2025年9月至2026年8月抖音、小红书、哔哩哔哩和微博中的14个公开案例单元进行目的抽样观察。研究从工艺再现、视觉互动、信息构图、平台适配、用户参与及生成真实性六个维度归纳传播特征。研究发现，现有传播能够呈现香云纱的成品形态与部分生产场景，但在工艺连续叙事、视觉规则、平台差异化、参与反馈及AIGC内容审核等方面仍有改进空间。基于视觉语法与人机协同理论，本文提出“真实资料建档–AIGC辅助生成–专业人员审核–平台差异化发布–用户反馈修正”的传播路径，为香云纱染整技艺的视觉化传播与活态传承提供参考。

Abstract: With the development of artificial intelligence and digital media, the digital communication of intangible cultural heritage has become an important issue in cultural heritage preservation. Taking the Xiangyunsha dyeing and finishing technique, a representative national intangible cultural heritage item, as its research subject, this study combines literature review, case analysis, and online observation. Fourteen publicly accessible case units from Douyin, Xiaohongshu, Bilibili, and Weibo were purposively sampled between September 2025 and August 2026. Their communication features were examined in six dimensions: craft representation, visual interaction, information composition, platform adaptation, user participation, and the authenticity of generated content. The findings show that current communication presents finished products and selected production scenes, but further improvement is needed in continuous craft narratives, visual rules, platform differentiation, participatory feedback, and the review of AIGC-generated content. Drawing on visual grammar and human-AI collaboration, this study proposes a pathway consisting of authentic material archiving, AIGC-assisted generation, professional review, platform-specific publication, and feedback-based revision. This pathway provides a practical reference for the visual communication and living transmission of the Xiangyunsha dyeing and finishing technique.