“Cultural Healing” in Virtual Spaces: A Netnographic Study of Generation Z's Participation in the Transformation of Tongcheng School Culture's Therapeutic Value—Based on Anqing's Online Revitalization Practices of Intangible Cultural Heritage

Abstract

This study centers on transforming the cultural healing value of the Tongcheng School into contemporary practice, integrating intangible cultural heritage (ICH) revitalization initiatives in Anqing. Using a netnographic approach, it systematically examines how Generation Z participates in, interprets, and reconstructs the “literature–healing–industry” model within virtual spaces. Based on 12 months of immersive observation, in-depth interviews, and digital text analysis, the study reveals how Gen Z converts traditional literary resources into forms of “digital healing” that align with their health needs and patterns of cultural consumption through short-video creation, interactive communities, and transmedia storytelling. The findings identify three defining characteristics of Gen Z engagement: “lightweight experiential participation,” “circle-based dissemination,” and “technology-enabled co-creation.” These practices are driven not only by the rise of “national trend” culture, but also by mental health needs and processes of digital identity construction. This research offers an interdisciplinary perspective for ICH revitalization, literary healing theory, and youth culture studies, and proposes a theoretical framework of “digital literary healing,” providing practical pathways for the youth-oriented transformation of traditional cultural resources.