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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 professional content of cultural heritage and the non-linear and immersive narrative style of new media. In order to find a balance between form and content, and explore the information communication pattern of cultural heritage in the era of mobile media, starting from practical issues, this article introduces the theory of embodied cognition, combines it with relevant theories in communication studies, and systematically explores the impact of embodied factors on audience reading behavior by 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, which includes six factors: functional experience, sensory experience, interactive experience, scene simulation, emotional elevation and social experience. This study further constructed a theoretical model of the factors influencing the effectiveness of information communication in cultural heritage digital reading on the social media platform under the influence of embodied cognition theory, which confirms that these six factors play a significant role in the process of museum content generation, audience understanding, as well as the emergence of and the feedback loop of new meanings.
Zhang et al. (Tue,) studied this question.