ESP-3684

Published

2025-10-20

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Vol. 10 No. 10 (2025): Published

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Research Articles

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Copyright (c) 2025 Xinyue Zhang, Noorhayati Binti Saad, Zuhaili Akmal Ismail

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How to Cite

Xinyue Zhang, Noorhayati Binti Saad, & Zuhaili Akmal Ismail. (2025). Promoting intangible cultural heritage handicrafts through animation: Strategies for enhancing cultural sustainability and audience engagement. Environment and Social Psychology, 10(10), ESP-3684. https://doi.org/10.59429/esp.v10i10.3684

Promoting intangible cultural heritage handicrafts through animation: Strategies for enhancing cultural sustainability and audience engagement

Xinyue Zhang

The Design School, Taylor’s University, Kuala Lumpur, 47500, Malaysia；Department of Computer, Xinzhou Normal University, Xinzhou, 034000, China

Noorhayati Binti Saad

The Design School, Taylor’s University, Kuala Lumpur, 47500, Malaysia

Zuhaili Akmal Ismail

School of Art, Sunway University, Kuala Lumpur, 47500, Malaysia


DOI: https://doi.org/10.59429/esp.v10i10.3684


Keywords: intangible cultural heritage handicrafts (ICHHs); animation; dissemination strategies; cultural sustainability; audience engagement

Abstract

This study explores strategies for promoting the dissemination of intangible cultural heritage handicrafts (ICHHs) through animation, focusing on HuaMo as a case study. ICHHs, as carriers of cultural memory and identity, face challenges of declining inheritance and public interest, particularly among younger generations. While leveraging animation’s visual and narrative appeal to bridge generational gaps, the research acknowledges its regional sample limitations and proposes future cross-cultural validation. Through interviews with HuaMo inheritors, animators, and cultural experts, combined with grounded theory's three-level coding, the study identifies key strategies for integrating animation technologies with traditional handicrafts. Results highlight 3D modeling, cultural storytelling, and audience-targeted design as key strategies, though generalizability to broader ICHHs requires further investigation. This research provides actionable recommendations for practitioners and policymakers in cultural heritage dissemination. It also contributes to the intersection of animation, cultural heritage, and social psychology by addressing how animation can evoke emotional connections and cultural identity.

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