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This article looks at the current stage of rural cultural revitalisation policy. One limitation of previous research is that discussions on the inheritance of rural culture typically focused on the tangible culture of the rural area, such as the renovation of traditional buildings, the upgrading of farming industries, and tourism. However, there is a lack of in-depth exploration of the specific intangible culture developed in rural areas over time. This paper attempts to unravel the dilemma of rural cultural inheritance from a visual design perspective through a statistical study of young people's cultural consumption preferences. The questions focus on three aspects. a)the definition of rural culture. b)the benefits of its inheritance for rural revitalisation. c)the potential and application of cultural IP creation. This research will analyse the rural cultural meaning and social-historical implications and their relationship with the urban society from sociology, economics, and anthropology perspectives to achieve an art-based interdisciplinary research understanding.
My name is Yuyang Tian, and I am a 27-year-old Chinese female student. I studied enterprise art design from 2014 to 2020 in Turin, Italy. During this time, I have tried to combine the traditional culture that interests me most with the Italian design style. Then, for the past two years since I returned to China, I have been trying to get into higher education. During this process, I conceived the idea to further my education and research, and I did so. Thus, I am delighted to be starting my Ph.D. at Kingston University this year.