A Grounded Theory-Based Model of Information Communication in Cultural Heritage Digital Reading on the Social Media from the Perspective of the Embodied Theory

Abstract New media technologies have opened up new possibilities for the communication of cultural heritage, and digital reading aligns with the participatory shift in museums, becoming an indispensable part of information communication. Currently, there exists a certain contradiction between the specialized, non-linear, and immersive narrative style of cultural heritage content and the need to find a balance between content and form. This article introduces the theory of embodied cognition, combines the characteristics of cultural heritage information content, and systematically explores the impact of embodied factors on audience reading behavior using semi-structured interviews and grounded theory. The research reveals that embodied cognition, situational cognition, and interactive cognition have a significant impact on the digital reading information communication of cultural heritage on social media. This includes six factors: platform user experience, sensory experience, interactive experience, social experience, scene simulation, and emotional elevation.