AIGC Technologies in Strategies for the Transmission of Cultural Heritage in the Media Space (a Case Study of China and Russia)
DOI:
https://doi.org/10.52575/2712-7451-2025-44-4-675-691Keywords:
AIGC, cultural heritage, mediatization, digital transmission, dissemination strategies, comparative analysis of China and Russia, algorithmic communicationAbstract
In the era of digital transformation of the media space, the transmission of cultural heritage is increasingly carried out through digital communication channels and algorithmically governed media platforms. The emergence of artificial intelligence generated content (AIGC) has a significant impact on media production, shaping new forms of cultural communication, multimedia storytelling, and audience engagement. However, despite the growing number of studies on the digitalization of cultural heritage and AI-focused media research, there is a gap in the scientific knowledge about comparative strategies for using AIGC in the mediatization of heritage in different institutional contexts – in particular, in China and Russia – as well as their technological and ethical-legal implications. The aim of this study is to identify the specific features, challenges and prospects of using AIGC in cultural heritage transmission and mediatization strategies, using the examples of China and Russia – two countries with advanced digital infrastructures and differing institutional approaches. Special attention is paid to the mechanisms of digital representation of cultural heritage in mass media, social networks, video platforms, and interactive media formats. Based on a comparative analysis of the regulatory framework, media practices and specific cases of AIGC application in the sphere of cultural heritage, the article reveals the technological, institutional, and ethical dimensions of media dissemination processes, including issues of AI model localization, copyright regulation and the adaptation of content to the characteristics of media audiences. The study concludes that the effective and responsible integration of AIGC into cultural heritage transmission strategies requires a comprehensive adjustment of media ecosystems – from the regulatory environment and technological infrastructure to professional standards and audience media literacy. The article offers recommendations for the development of media ecosystems capable of ensuring a sustainable, ethically grounded and culturally relevant transmission of heritage through AIGC tools.
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