Journal of Dali University ›› 2025, Vol. 10 ›› Issue (9): 18-.

Previous Articles     Next Articles

Construction of Huizhou Cultural Symbolic Elements via ZMET in Ancient Villages of Southern Anhui in the Era of Short Videos

Liu Xueling   

  1. （School of International Business and Tourism, Anhui Business College, Wuhu, Anhui 241002, China）
  • Online:2025-09-15 Published:2025-10-14

PDF (PC)

7

Abstract: short video; Huizhou Culture in ancient villages of southern Anhui; semiotics; symbolic construction; ZMET

Key words:

 , Based on semiotic theory, taking the ancient villages in southern Anhui as a case study, a consensus map of Huizhou cultural symbols in these ancient villages is constructed via ZMET. It contains a total of 32 typical Huizhou cultural symbolic elements across three dimensions, including 17 initial symbolic elements, 9 connecting symbolic elements, and 6 terminal symbolic elements. The results show that: ① The Huizhou cultural symbol system in ancient villages of southern Anhui is a complex system comprising the semiotic "object", "representamen", and "interpretant". Tourists achieve the construction and interaction of Huizhou cultural symbols through the process of "identification of typical tourist attractions-symbolic construction-symbolic circulation", ② Through symbolic interaction with natural landscapes, architectural and humanistic landscapes, etc., tourists construct three cognitive images: "painted countryside", "humanistic and ancient charm", and "beautiful and elegant", two positive emotional images: "longing" and "relaxation", and one negative emotional image: "pity", ③ The positive cognitive symbols of Huizhou Culture and the coexisting positive and negative emotional symbols reveal that the development of ancient villages in southern Anhui is faced with both opportunities and challenges. It is essential to seize opportunities, face up to crises, deeply tap into tourism attraction resources, balance the commercialization and authentic ecology of ancient villages, and finally realize the high-quality development of the cultural tourism industry and the dynamic inheritance of Huizhou Culture.