Narrative transformation and expression mechanisms of cultural communication for generation Z in the digital-intelligent media environment

Objective: The accelerated evolution of the digital-intelligent media environment is profoundly reshaping the underlying logic of cultural communication. As “digital natives” who have grown up in the internet era, Generation Z has become not only a key audience for cultural communication but also an active participant in content production, meaning negotiation, and dissemination. This study aims to examine the narrative transformation of cultural communication oriented toward Generation Z and to clarify the expression mechanisms underlying such transformation in the digital-intelligent media environment.

Methods: Based on a review and synthesis of existing studies on Generation Z, digital media, international communication, visual narrative, and AIGC-enabled communication, this paper adopts a qualitative theoretical analysis approach. Starting from the group characteristics and media preferences of Generation Z, it analyzes the major shifts in narrative logic and expression forms in contemporary cultural communication.

Results: The study finds that cultural communication in the digital-intelligent media environment is undergoing several major narrative transformations: from grand narratives to micro- and everyday narratives; from text-centered expression to image-based and multimodal narration; from one-way transmission to interactive co-creation; and from generalized communication to segmented and precision-oriented communication. On this basis, the paper further identifies five major expression mechanisms for Generation Z-oriented cultural communication, namely scenario-embedding, symbolic translation, emotional resonance, platform coordination, and human–machine co-creation.

Conclusion: In the future, cultural communication should maintain cultural subjectivity while strengthening youth-oriented expression, cross-cultural adaptation, and technological empowerment. Only by innovating narrative strategies and communication pathways can cultural communication move from “effective reach” to “deep identification” among Generation Z.