Algorithmic Recommendation and the Attention Economy: The Impact of Social Media on Traditional Craft Communication

DOI

10.2991/978-2-38476-597-3_12How to use a DOI?

Keywords

Algorithm recommendation; Attention economy; Cultural Communication; Su embroidery; Social Media

Abstract

Against the backdrop of globalization and digitalization, the protection of intangible cultural heritage is confronted with unprecedented opportunities alongside intricate challenges. Digital technologies offer novel avenues for the preservation, dissemination and innovation of intangible cultural heritage, yet they also give rise to non-trivial predicaments. This study examines how algorithmic recommendation systems operating within the attention economy reconfigure the communication and reception of traditional crafts, with Su Embroidery selected as a paradigmatic case. Employing content and textual analysis of short-form videos on TikTok and Rednote, complemented by semi-structured interviews and participant observation, the research explores how algorithms transform narrative modalities, visual aesthetics, and cultural cognition. Findings indicate that algorithmic logic—centered on maximizing visibility and user engagement, which drives the visualization, entertainmentization, and modernization of traditional crafts, thereby enhancing dissemination efficiency while undermining cultural depth. This study makes contributions by proposing digital communication strategies for the sustainability of intangible cultural heritage and by highlighting the ethical and educational obligations of platforms and cultural institutions in balancing visibility with cultural significance.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ruoyang Sun
PY  - 2026
DA  - 2026/07/13
TI  - Algorithmic Recommendation and the Attention Economy: The Impact of Social Media on Traditional Craft Communication
BT  - Proceedings of the 4th International Conference on Language and Cultural Communication (ICLCC 2026)
PB  - Atlantis Press
SP  - 100
EP  - 107
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-597-3_12
DO  - 10.2991/978-2-38476-597-3_12
ID  - Sun2026
ER  -