From "On-site" to "Online": Real Dilemmas and Relief Paths of Digital Empowerment for Rural Sports Event IP: A Qualitative Analysis Based on Jiangmen Practice

Shaoling Chen; Jiajun Zhou; Dongjin He

doi:10.54097/hpergf38

Authors

Shaoling Chen
Jiajun Zhou
Dongjin He

DOI:

https://doi.org/10.54097/hpergf38

Keywords:

Rural Sports Events, IP Development, Digital Empowerment, From , Jiangmen Practice, Qualitative Analysis

Abstract

Under the dual drive of the "Digital China" and "Rural Revitalization" strategies, rural sports events are experiencing a painful transition period from traditional "on-site" carnivals to modern "online" IP construction. As a renowned "Qiaoxiang" (hometown of overseas Chinese), Jiangmen in Guangdong Province possesses a profound cultural heritage of rural sports. However, amidst the wave of the digital economy, it faces the paradox of "rich resources but weak branding." Based on digital empowerment theory and field theory, this paper employs qualitative research methods to deeply analyze the realistic dilemmas faced by rural sports events in Jiangmen during the IP development process. The study finds that there are currently multiple contradictions, such as the "hard gap" in digital infrastructure versus the "soft deficit" in digital literacy, the "involution" of rural narratives versus the "aphasia" in international communication, and the "closedness" of strong tie networks versus the "sense of rupture" in weak tie connections. Addressing these dilemmas, the paper proposes relief paths shifting from "unidirectional technology implantation" to "deep scene integration": activating Qiaoxiang cultural genes by reconstructing the digital narrative system, building a global community network based on "digital nostalgia," and establishing a "government-market-village collective" multi-party synergistic digital governance mechanism. The aim is to realize the transformation of rural sports events from "momentary heat" in physical space to "long-term popularity" in digital space, providing a Jiangmen sample for rural cultural revitalization in the process of Chinese-style modernization.

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