Decoding Rural Revitalization: A Four-Dimensional Analysis of Culinary Short Videos' Efficacy Through Multimodal Memory Engineering
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v6i3.4010
Abstract
This study endeavors to explore the intrinsic mechanisms through which "hometown flavors" in culinary short videos evoke cultural memory, foster emotional resonance, and sequentially drive interactive behaviors — revealing the underlying chain effects embedded within this dynamic process. Grounding itself in the Stimulus-Organism-Response (SOR) theoretical model, this study integrates a multimodal analysis framework and the theory of interaction ritual chains. It then employs a structural equation model to empirically examine the four-stage transmission pathway: "hometown flavors engagement →cultural memory activation→emotional experience→interactive behavior. It is revealed that: (1) The multimodal symbol system constructs an embodied digital memory space through re-mediation technology, and activated cultural memory by involving the hometown flavors. (2) Once cultural memory is activated, it triggers emotional resonance. (3) The hometown engagement flavors drive purchase intention through a dual-mediation pathway. The innovatively constructed four-stage transmission model in this study provides a theoretical paradigm for the dissemination of rural cultural memory in the digital age. (4) Moreover, from the perspectives of enterprise platforms and video content creators, a digital practice paradigm is proposed: "S (symbolic stimulus)-O (embodied experience)-R (behavioral feedback)", thus reconstructing digital nostalgia.
Keywords
hometown flavors,cultural memory, chain mediation effect, behavioral intention
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[4] Lü, Huang Z, Chen X. (2018). Research Progress and Framework Construction of Rural Tourism Destination Culture from the Perspective of Cultural Memory. Human Geography, 33(2): 35-42.
[5] Lü L, Huang Z, Chen X. (2018).Types, Patterns and Influencing Factors of Rural Cultural Memory Space: A Case Study of Jinting Town, Suzhou. Geographical Research, 37(6): 1142-1158.
[6] Lü L, Wu Y, Huang R, et al.(2019) .The Perceptual Dimensions and Influence Effects of the “Hosts and Guests” on the Rural Cultural Memory Space: A Case Study of Jinting Town, Suzhou. Human Geography, 34(5): 69-77 + 84.
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[11] He F.(2020). The Localization of Cultural Memory: The “Writing” of Rural Humanistic Landscapes—A Case Study of the Cultural Research on “Qingshan Hutong”. New Arts, 41(11): 112-119.
[12] Liu S, Sun Y. (2024). The Transformation of Rural Cultural Memory from the Perspective of the Cultural Digitalization Strategy. Journal of Hohai University (Philosophy and Social Sciences Edition), 26(1): 84-93.
[13] Li J. (2021). The Value Reconstruction of Disaster-Relieving Cultural Memory in Rural Tourism: A Case Study Based on Three Tibetan Villages. Journal of Ethnology, 12(4): 60-68 + 117.
[14] J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.pp.222-253.
[15] ACOBY J. (2002). Stimulus-Organism-Response Reconsidered: An Evolution Step toward Modeling the Consumer Mind. Journal of Consumer Psychology,12(2): 119-129.
[16] Conway, M. A. (2005). Memory and the self. Journal of Memory and Language, 53(4), 594-628.
[17] Bolter, J. D. , & Grusin, R. . (2000). Remediation: understanding new media. Corporate Communications, 50(4), 730-732.
[18] Gottfried J A, Smith A P R, Rugg M D, et al. ( 2004). Remembrance of odors past: Human olfactory cortex in cross-modal recognition memory. Neuron,42(4): 687-695.
[19] Collins, R. . (2004). Interaction ritual chains. Contemporary Sociology, 38(2), 191-192.
[20] Nora P. (1989). Between Memory and History: Les Lieux de Mémoire. Representations, 26: 7-24.
[21] Assmann, A .(2016).Spaces of Memory: Forms and Transformations of Cultural Memory. Translated by Pan Lu. Beijing: Peking University Press.pp.27-62.
[22] ERLL A.(2011). Traumatic pasts, literary afterlives, and transcultural memory: New directions of literary and media memory studies. Journal of Aesthetics & Culture, 3(1): 1-5.
[23] PAIVIO A.(1986). Mental Representations: A Dual Coding Approach. New York, NY: Oxford University Press. pp.134-138.
[24] Gottfried J A, Smith A P R, Rugg M D, et al.(2004) .Remembrance of odors past: Human olfactory cortex in cross-modal recognition memor. Neuron, 42(4): 687-695.
[25] Sutton D E.( 2001). Remembrance of Repasts: An Anthropology of Food and Memory. Oxford: Berg. pp.134-139.
[26] Wetherell M. ( 2012). Affect and Emotion: A New Social Understanding. London: SAGE Publications.pp.182.
[27] Gottfried J A, O’Doherty J, Dolan R J. (2004). Encoding Predictive Reward Value in Human Amygdala and Orbitofrontal Cortex. Science, 303(5661): 264-266.
[28] Sedikides C, Wildschut T.( 2016). Past Forward: Nostalgia as a Motivational Force. Trends in Cognitive Sciences,20(5): 319-321.
[29] Hewitt, J. P. , & Barbalet, J. M. . (2001). Emotion, social theory, and social structure: a macrosociological approach. Contemporary Sociology, 28(1), 64.
[30] Zaichkowsky J L.(1986) .Measuring the Involvement Construct. Journal of Consumer Research, 12(3): 341-352.
[31] Holbrook M B. (1993). Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes[J].Journal of Consumer Research, (2):245-256.
[32] Watson D, Clark L A, Tellegen A. (1988).Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54(6): 1063-1070.
[33] Ajzen I.(1991).The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2): 179-211.
[34] Wu M.(2010).Practical Business of Questionnaire Statistical Analysis: SPSS Operation and Application. Chongqing: Chongqing University Press.PP. 200.
[35] Preacher, K. J., & Hayes, A. F.（2008）Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
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