The Consumption and Cognitive Dilemmas of "Fuzhou Jasmine Tea Scenting Process" in the Context of Cultural Renaissance
Abstract
Against the backdrop of cultural revival and the rapid development of new media technologies, the cultural connotations of the intangible cultural heritage "Fuzhou Jasmine Tea Scenting Process" face the problem of inappropriate extraction and over-consumption by capital through cultural labeling, leading to cognitive dilemmas among adolescents. This study analyzes the internal logic of the transformation of this intangible cultural heritage tea-making technique from cultural capital to economic capital, based on David Throsby and Pierre Bourdieu's theory of cultural capital. Finally, this paper explores the reasons why cultural labels hurt adolescents during the dissemination process, using Lasswell's 5W communication model. The study found that businesses, based on the tangible and intangible cultural value of intangible cultural heritage, simplify core terms such as "scenting" into cultural labels for commercial operations. This distorted cultural concept is disseminated to adolescents through digital channels such as milk tea ordering mini-programs, leading to conceptual ambiguity, product misjudgment, or a complete lack of understanding of the scenting process among this group. Based on the above issues, this article suggests strengthening cooperation between industrial and commercial administration departments and cultural departments, and incorporating cultural heritage-related courses into the education stage to avoid deviations in the dissemination of traditional culture.
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