Abstract

The preservation of Intangible Cultural Heritage (ICH) increasingly depends on digital platforms where Public Service Advertisements (PSAs) serve as a key vehicle for cultural communication. This study examines how persuasive strategies are constructed and performed within ICH-themed PSAs on Douyin, China’s most widely used short-video platform. Guided by Hovland’s persuasion model, a qualitative content analysis was conducted to examine how source, message, audience, and context interact within an algorithm-driven media environment. The findings reveal a disjunction between institutional authority and algorithmic visibility. While official accounts dominate content production, ICH inheritors and grassroots creators achieve greater resonance by leveraging authenticity and first-person storytelling. Message strategies relying solely on information fall short compared to those employing emotional appeals and narrative structures, yet the lack of clear calls to action limits the shift from recognition to behavioral participation. Audience analysis shows that national pride remains a common framing, but youth-focused content resonates more strongly with Douyin’s predominantly young users. Moreover, the limited use of interactive features and situational cues constrains the participatory potential of these campaigns. The study argues that effective ICH communication on digital platforms requires a paradigm shift from one-way, authority-driven dissemination toward participatory, emotionally engaging, and action-oriented strategies. By situating persuasion theory within platform-specific dynamics, this research offers both theoretical refinement and practical guidance for advancing cultural communication in the digital era.