Jingdezhen ceramic culture in the digital era: a qualitative inquiry into digital dissemination and platform innovation

Introduction: Digital platforms have increasingly reshaped the ways in which traditional craft cultures are produced, circulated, and interpreted. While prior research has examined digital heritage broadly, limited attention has been paid to how platform-based dissemination transforms ceramic culture in historically significant craft centers such as Jingdezhen. Methods: This study adopts a qualitative research design, combining semi-structured interviews with 32 ceramic practitioners and digital ethnography of 58 ceramic-related livestreaming sessions on Douyin. Results: The findings reveal three key dynamics: (1) the reconfiguration of craft authority through platform visibility; (2) the emergence of hybrid artisan-educator-entrepreneur identities; and (3) persistent tensions between cultural authenticity and commercial logic in platform-mediated environments. Discussion: By integrating cultural ecology and platform ecosystem theory, this study contributes to scholarship on digital heritage and provides practical insights for cultural practitioners and heritage institutions navigating digital platform ecosystems.