Academic Journal of Humanities & Social Sciences, 2025, 8(6); doi: 10.25236/AJHSS.2025.080605.
Ying Wu
Cai Yuanpei School of Art and Design, Shaoxing University, Shaoxing, Zhejiang, 312000, China
This paper takes the construction of Shaoxing rural visual brand as the research object, focusing on the semiotic translation and digital reconstruction strategy of cross-border cultural genes. By introducing augmented reality (AR) technology and combining semiotics theory, this paper explores the innovative expression path of traditional cultural elements in modern visual brands. Based on the field investigation of Shaoxing cultural heritage and the practice of AR technology, this paper puts forward a three-dimensional reconstruction model of "cultural gene extraction-symbol translation-media integration", aiming at solving the problem of semantic fracture in the integration of traditional culture and modern technology and providing a solution with both academic value and practical significance for the revitalization of rural culture.
Transboundary Culture Gene; Semiotic Reconstruction; Augmented Reality; Visual Brand; Digitalization of Cultural Heritage
Ying Wu. Modern Translation of Cross-border Cultural Genes: Semiotic Reconstruction Strategy of Shaoxing Rural Visual Brand. Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 6: 34-40. https://doi.org/10.25236/AJHSS.2025.080605.
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