Entrepreneur · Cultural Producer · Youth Culture Practitioner

Culture,
Media,
Youth.

我关注媒介文化、青年文化与数字传播，也在上海实践音乐项目孵化与文化项目。

Hi, just call me Circle! I am an entrepreneur, cultural producer, and youth culture practitioner based in Shanghai.

Mandarin Chinese English Cantonese
YUAN Xiao

Research Interest

Media and Culture

文化生产；平台与参与文化；数字与视听文化

Culture Production; Platform and Participatory Culture; Digital and Audiovisual Cultures

Youth Studies

媒体和青年；青年文化及其生产；社会学

Media and Youth; Youth Culture & Its Production; Sociology

Communication Sociology

新媒体；网络迷因；文化传播；注意力经济

New Media; Internet Memes; Cultural Diffusion; Attention Economy

Research proposal cover Proposed Topic

博物馆之后：在当代媒介文化中重释中国传统的生命力

After the Museum: Reanimating Chinese Tradition in Contemporary Media Culture

研究摘要

Abstract

本研究探讨中国传统文化如何从"博物馆化"保存逻辑中脱离，通过《哪吒2》、国风短视频、戏曲混剪等青年媒介实践重新进入日常生活。结合文化研究与传播社会学理论，研究关注跨媒介传播、平台机制与参与式文化如何推动传统从"被保存的遗产"转向可感知、可重写的活态经验，并采用文本分析与案例研究方法，考察传统文化在后博物馆时代的再激活路径与未来可能性。

This project examines how Chinese tradition is moving beyond museumized preservation to re-enter everyday life through youth-driven digital media practices, from films like Ne Zha 2 and guofeng aesthetics to opera remixes and platform culture. Drawing on cultural and media studies, it investigates how transmedia circulation, affective resonance, and participatory culture transform tradition from curated heritage into lived, embodied experience—combining textual analysis and case studies to explore its reanimation in a post-museum era.

研究关键词

Keywords

Cultural Reanimation Transmedia Storytelling Neo-Traditional Aesthetics Audiovisual Culture Chinese Culture

1  Why This Topic?

With both my bachelor’s and master’s degrees in English, I was bound to come into contact with British Literature, in which one name stands out as the greatest of all time: William Shakespeare. The name of the renowned playwright struck me again as I interned at the ICCI of SJTU. When I was categorising video footage to be edited, the instructor interviewed in the footage talked about the modernity of Shakespeare’s works, explaining why he has became one of the most beloved writer across the world. And it inspired me to think of a Chinese equivalent... No, I was not able to name one.

As one of the major nations and biggest cultural markets around the globe, China produces and consumes a gigantic number of culture products. While the government encouraged, subsidised, and even formulated laws and regulations for the preservation of intangible culture heritages and cultural classics, these forms of tradition has remained in museums, government-sponsored projects, and documentaries, lacking the true vitality in modern times.

Why is that? And what are the younger generation doing to solve it? How are the effects and audiences’ reactions? Why have their productions worked in inheriting Chinese traditions, or why not? What can or must be improved in the future? What can be learnt from the case of Shakespeare and those in the Western entertainment industries? These are all questions I want to answer with my PhD studies. And the proper answers are critically relevant to what I am doing now.

2  Current Situations

The problem of Chinese cultural tradition today is not disappearance, but museumisation.

2.1  The Official Narrative: Museumisation and Canonization

In the Western entertainment industries, traditional culture is not preserved in jars, but reproduced to cater contemporary audiences. Coming back to Shakespeare, modern adaptations of his stories are still among the best cultural products (Shaw, 2024). Also, myths are a great source of modern adaptations, such as the Marvel Cinematic Universe, which are perfectly fit for IP transformation, and are in line with the taste of modern audiences (Szántó, 2019). Further research, analysing the film Eternals, argues that myths are a type of “language”, not simply repeating the old story but acting as a tool for self-narrative for the modern society (de Beus, 2022).

Adaptations in the West are not limited to ancient myths, but also applicable to fairy tales, for example, the story of Snow White has been adapted multiple times and has become an iconic symbol of American culture (Colburn, 2025); the question is not “Can we do it”, but “How to do it”.

2.2  The West: Old Stories in Different Contexts and Media, Yielding New Lives

Cultural traditions, or formally cultural heritages, have long been regarded to belong to museums. In official narratives, the Intangible Cultural Heritage (ICH) museums are taken as a pivotal contributor to ICH preservation (Guangming Daily, 2026). And Chinese governments at all levels act as a pivotal role in such a form of protection (Zhou, 2024). Despite endeavours to activate ICHs, they have rarely been detached from display and exhibition (Beijing Daily, 2023; China News Service, 2026), not to mention integrating with popular culture, which was also a problem.

In the recent years, there have also been actions dedicated to reverse museumisation, pushing the initially pigeonholed culture into the horizons of the public and making it part of people’s lives (Li, 2021; Guanghua Review, 2025). However, this kind of transition still separated traditional culture from popular culture, preventing it from possessing true vitality.

2.3  China’s Youth: Reinterpreting Traditional Assets

The younger generation in China’s cultural and creative industries has begun to reinterpret ancient stories, with an astonishing box office performance; yet the importance lies in the adaptation itself, where traditional culture became relevant, perceivable, and alive (Ye, 2023).

2.4  Chinese Culture in the Future

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2.5  Summary: What is after the Museum?

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3  Methodology and Materials

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4  Significance and Applications

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5  Research Timeline (Tentative)

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6  Chapter Outline (Tentative)

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Reference

Beijing Daily. (2023, August 30). 开馆一年多上演50余个非遗项目，活态化展示让非遗馆"火"起来 [Over 50 intangible cultural heritage projects staged in just over a year of opening, bringing the heritage museum to life through dynamic exhibitions]. Beijing Daily. https://news.bjd.com.cn/2023/08/30/10547488.shtml

China News Service. (2026, March 10). 让传统文化"可看可玩可带走" 沈阳首家非遗沉浸体验馆启幕 [Making traditional culture "visible, playable, and takeable": Shenyang’s first immersive intangible cultural heritage experience hall opens]. China News Service. https://www.chinanews.com.cn/cul/2026/03-10/10584525.shtm

Guangming Daily. (2026, January 28). 见物 见人 见生活——走，去非遗馆 [Seeing objects, seeing people, seeing life—Let's go, to the intangible cultural heritage museum]. Guangming Daily. https://news.gmw.cn/2026-01/28/content_38562269.htm

Zhou, X., Huang, J. The heritagization of cultural politics: anthropological research on Chinese cultural heritage. Int. j. anthropol. ethnol. 8, 12 (2024). https://doi.org/10.1186/s41257-024-00113-7

Li, E. (2021, October 1). How China has turned museum relics into big business. Vogue. https://www.vogue.com/article/how-china-has-turned-museum-relics-into-big-business

Guanghua Review. (2025, October 3). 故宫文创：在"故"与"新"之间探寻"生生不息"的文明密码 [Palace Museum cultural and creative products: Exploring the "everlasting" code of civilisation between "heritage" and "innovation"]. Guanghua Review. https://ghrp.cctv.com/2025/10/03/ARTIPXvvJzc4xKnbyqrLni48251003.shtml

Shaw, G. (2024, January 15). 15 of the best modern Shakespeare adaptations to watch now. Business Insider. https://www.businessinsider.com/best-modern-shakespeare-adaptations-to-stream-2024-1

Szántó, Bálint. 2019. “Mythological Archetypes in Marvel Film Adaptations”. AMERICANA E-Journal of American Studies in Hungary 15 (1). https://americanaejournal.hu/index.php/americanaejournal/article/view/45440.

de Beus, E. (2022). Marvel Presents a Global Utopia and Confronts Nationalism: Eternals as a New Mythology Forged from Western Roots. Humanities, 11(3), 60. https://doi.org/10.3390/h11030060

Colburn, R. (2025, March 16). See the Snow White cast transformed into iconic characters for Disney's (surprisingly) controversial remake. Entertainment Weekly. https://ew.com/snow-white-cast-see-the-characters-11695686

Ye, Z. (2023, July 18). Tang Dynasty poetry comes alive in animated film 'Chang An'. Sixth Tone. https://www.sixthtone.com/news/1013331

Education

英语笔译 翻译硕士 M.T.I. in English Translation

学位论文：英汉对比视角下英语科技报告长难句汉译研究——以Global Warming 1.5℃（节选）翻译实践报告为例
导师：赵朝永 教授

Major Courses: Language Data and Python in Application; Computer-Aided Translation; LLM-based Literary Translation..

Master’s Thesis: A Study of Chinese Translation of Complex Sentences in English Scientific Reports from the Perspective of English-Chinese Contrastive Study -- A Case Study of the Translation Report of Global Warming 1.5℃ (Excerpts)
Supervisor: Prof. ZHAO Chaoyong

Chinese-English Translation Cultural Awareness Quantitative Methods Theoretical Framework
英语 文学硕士 B.A. in English

学位论文：英汉对比视角下英语科技报告长难句汉译研究——以Global Warming 1.5℃（节选）翻译实践报告为例
导师：赵朝永 教授

Major Courses: Basic English, English Listening, English Reading, Applied Translation, Business Translation, English-Chinese Language Contrast and Translation

Bachelor’s Thesis: On the Post-editing of Machine Translation -- A Case Study of Han Suyin International Translation Contest
Supervisor: Prof. ZHU Linghui

Chinese-English Translation Versatile Knowledge Academic Writing Comparative Linguistics

Academic Projects

Innovation and Entrepreneurship Training Programme for College Students, MoE China (Provincial) 大学生创新创业训练计划项目（省级创新类）

Team Leader

作为团队负责人，本项目通过问卷、线上数据与文献综述，分析奥运吉祥物作为文化符号在国家形象建构与传播中的作用，并提出未来国家形象传播建议。

This project analysed a cultural symbol -- mascots of three Olympic Games -- through questionnaires, online data, and literature review. The team came to a conclusion that Olympic mascots have both merits and drawbacks in building and disseminating State Images. The team also put forward several suggestions for building and disseminating state images in the future.

Cultural Symbol Questionnaire State Image
The 35th Empirical Innovation Fund Projects for College Students, ZUEL (Second Prize) 中南财经政法大学第35届“博文杯”大学生百项实证创新基金项目（二等奖结项）

Team Member

项目从文化、语境、内容与表达四个维度分析外宣视频英文字幕，结合语料分析、问卷与访谈，提出字幕优化策略。

This project employed Multimodal Discourse Analysis theory to analyse four aspects, i.e. culture, context, content, and expression, of the English subtitle of the CPC international publicity video. The team investigated the integration of multiple modals including language, video, and sound. A strategy for optimisation of English subtitles of international publicity videos was put forward after research through corpus analysis, questionnaire distribution and analysis, as well as interviews.

Corpus Subtitle Translation Multimodal
The 35th Empirical Innovation Fund Projects for College Students, ZUEL 中南财经政法大学第35届“博文杯”大学生百项实证创新基金项目（结项）

Team Member

以“一带一路”等中国特色政治术语为案例，研究其英译策略与国际话语传播方式，方法包括问卷、访谈与理论分析。

This project, mainly focusing on phrases such as “the Belt and Road Initiative”, explored the translation of political terms with Chinese characteristics in order to develop a translation strategy for enhancing China’s international discourse power. The research methods included questionnaire, interview, and theoretical analysis.

Translation Discourse Political Terms

Cultural Projects

项目概述

Overview

3 Major Events in Shanghai
30+ Groups of Participating Artists
6+ Groups of Long-term Collaborating Artists
3+ Incoming Events in Shanghai and Guangxi

My Work

The position of Director of Shanghai Division of XJ Music Festival was even more challenging for me as it required to communicate independently with venues, artists, and volunteers. I have called dozens of commercial complexes to know if they were willing to provide us with a stage. Finally, we got our first performance rolled out in September, the the second one in October, and the third one in December. During this period, we also had several marketing activities to support, which were profitable. I also set up my own music label Cenco Music to deal with upstream business like brokage and copyright management.

This experience got me realised that working on my own is not viable in the long run. Instead, I need cooperation and a qualified team to get everything done perfectly. Admittedly, we encountered some difficulties, yet I could always sort it out and get to the critical point. Expedient measures were also taken to ensure a smooth operation.

Youth Culture Event Coordination Artist Management

项目概述

Overview

First Time Printed with Colour by the University
30+ Members of the Press Group
Outstanding Individual in Military Training, the Honourary Title Awarded to Xiao YUAN

My Work

Acting as the Chief Student Editor was challenging as it was a must to lead among unfamiliar peers. I strived to get acquainted with every member in the group. During the process, interpersonal skills were essential for liaison and communication. Creativity and execution were also involved for we were required to produce two issues of bulletin within approximately two weeks.

Under such circumstances, we had to work under pressure. I quickly established small horizontal teams in the group, asking them to capture precious moments, interview students, and write articles on a mini-project basis. The materials were then reviewed by corresponding vertical team leaders. I would be the one to make the final decisions before responsible teachers got to inspect the issue.

Creative Media Content Strategy Campaign Community

项目概述

Overview

Popularity Index of Live Streaming on bilibili: 11401
Views of Online Promoting Posts: 17000+
20+ Groups of Performers from 11 High Schools across the City
On-site Audiences: 600

My Work

It was hard work organising this event. Apart from regular meetings, the members submitted individual ideas and proposals for this event. The management then selected some of the best ideas and formulated a feasible plan.

During the preparation process, sudden incidents kicked in from time to time, which required us to solve problems fast and creatively.

The design of the whole activity, including graphic design and task allocation, was demanding work for it required integrated understanding about the event, the performers, and TV member's unique skills.

I worked with my peers to successfully deliver the performance. While there were indeed some problems, we made it an unforgetable gala.

Campus Culture Event Planning Youth Expression Music Event

Experience

共同发起青年音乐项目 Fresh Voice Infinite，构建音乐人协作网络， 负责艺人关系、活动策划、品牌合作与现场执行。

Music Project Incubation & Team Leadership: Co-initiated Fresh Voice Infinite with Xingjin Media, building a project framework and collaboration network for emerging young musicians. Recruited and managed a cross-functional team, overseeing workflows across artist relations, partnerships, marketing, and event operations. Established end-to-end operational systems covering artist sourcing, resource coordination, and live event delivery, enabling standardized project management.
Music Festival Planning & Live Event Execution: Led planning and execution of original music events and festival projects in Shanghai, coordinating venues, performers, partners, and operational teams. Successfully delivered the inaugural music event in 2025 and developed a recurring quarterly event schedule to sustain consistent programming output. Built partnerships with young musicians, student communities, and cultural organizations, exploring intersections between youth music and urban cultural spaces.
International Youth Culture & Brand Development: Led the transition of Cenco Music toward a youth culture and international exchange platform, integrating music, urban spaces, and cross-cultural collaboration. Designed multi-scenario youth cultural initiatives, including curated livehouse performances, café music events, and urban youth culture programs. Explored low-cost international collaboration models through international student networks, cross-cultural communities, and bilingual communication strategies.

Founder Music Project Shanghai Youth Culture

共同发起青年音乐项目 Fresh Voice Infinite，构建音乐人协作网络， 负责艺人关系、活动策划、品牌合作与现场执行。

Digital Content Strategy: Managed content production and distribution across WeChat, Xiaohongshu, and international social media channels, enhancing project visibility through editorial, visual, and video content initiatives.
International Programs & Industry Support: Assisted with cross-cultural and industry engagement activities, including coordination for ICCI International Summer School, reception and media documentation for Korean industry delegations, and support for international collaboration projects.
Media Production & Event Operations: Supported key industry events and academic programs through workshop assistance (MPA–ICCI Film Workshop), video content selection and basic editing for Shanghai International Film Festival forums, and vendor coordination for promotional campaigns.

International Collaboration Academic Events Cultural Communication

共同发起青年音乐项目 Fresh Voice Infinite，构建音乐人协作网络， 负责艺人关系、活动策划、品牌合作与现场执行。

Digital Content Strategy: Managed content production and distribution across WeChat, Xiaohongshu, and international social media channels, enhancing project visibility through editorial, visual, and video content initiatives.
International Programs & Industry Support: Assisted with cross-cultural and industry engagement activities, including coordination for ICCI International Summer School, reception and media documentation for Korean industry delegations, and support for international collaboration projects.
Media Production & Event Operations: Supported key industry events and academic programs through workshop assistance (MPA–ICCI Film Workshop), video content selection and basic editing for Shanghai International Film Festival forums, and vendor coordination for promotional campaigns.

Client Relations Marketing Operations Project Coordination

Photography

摄影作品集

Photographic Portfolio