Analysis of Su Shi's IP Revival and Reconstruction and Overseas Chinese Community Communication Strategy Based on the New Media Matrix

Abstract

Looking through My Home on the Shu River: Su Shi in Meishan, the sound of the Min River and the ancient cypress trees of the Three Su Temple seem to pull the "young Su Shi" back from the historical narrative to reality, presenting a vivid picture within reach. Meishan is not only Su Shi's hometown, but also a constantly evolving spiritual coordinate, which not only lays the foundation for the growth of the family, but also shapes the open mind inspired by the landscape. With the theme of "Tracing Cultural Roots—Su Shi in Meishan", if Su Shi's IP wants to truly achieve revival and overseas dissemination, it must go beyond symbol accumulation and superficial tribute. On the contrary, it should transform the original resources into a narrative system so that it can be identified by new media, recognized by young people, and arouse the emotional resonance of overseas Chinese.