In today’s society where digital communication is developing rapidly, Xi’an folk culture, as an important part of China’s excellent traditional culture, how to achieve effective international communication of its folk cultural symbols has become an urgent issue to be solved. Based on the theory of semiotics and multimodal communication, this paper starts from the typical folk practices of Xi’an, such as the Chenghuang Temple Fair, Huxian Shehuo folk performances, and the Nüwa worship ceremonies on Mount Li. By combing relevant literature and combining case analysis, it systematically discusses the communication strategy. The study found that the current Xi’an folk culture has problems such as fragmented communication content, differences in cultural interpretation, and insufficient use of multimodal means in the process of going international. In response to the above dilemma, the article proposes that a concrete multimodal narrative system should be constructed, the ability to reconstruct cultural context should be strengthened, and the digital communication platform should be fully leveraged to achieve precise cultural output. This study not only provides a theoretical basis and operational path for Xi’an folk culture to expand international communication channels, but also provides a useful reference for the global shaping and promotion of the image of Chinese culture.

Yiqing Lin. Exploring Strategies for the Global Communication of Xi’an Folk Culture through Semiotic Representation in the Digital Media Age. Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 11: 42-49. https://doi.org/10.25236/AJHSS.2025.081108.

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