Culture in Technology, Technology in Culture: The Generative Logic and Meaning Construction of Qiqiao IP Image Design

Abstract

This study takes Generative Artificial Intelligence (AIGC) as a technological pivot to investigate its empowering mechanisms and pathways of cultural representation in the IP image design of Qiqiao culture, a form of Chinese intangible cultural heritage. By analyzing core cultural symbols such as the "Weaving Maiden" and "craftsmanship" associated with the Qiqiao Festival, and integrating the prompt-based generation logic and image construction capabilities of advanced diffusion models, the research proposes a five-stage design framework: cultural theme extraction–model training–image generation–visual refinement–media dissemination. Empirical practices conducted on platforms such as “MiduDream” demonstrate that AIGC not only improves the creative efficiency of traditional IP imagery but also expands the boundaries of Qiqiao culture’s digital communication. Moreover, from a techno-cultural perspective, the study critically examines the encoding and disciplining mechanisms of cultural meaning embedded in AIGC generation processes, highlighting that while algorithmic expression enhances visual appeal, it also risks cultural superficiality and symbolic entertainment. Finally, the article outlines future research directions focusing on algorithmic localization, immersive experience construction, and co-creation mechanisms. The findings provide a replicable methodology that integrates cultural depth with technological efficiency for the design of intangible cultural heritage IP images.