关键词： 数字传播, 文化IP, 乡村文化, 文化传播, “村超”

Abstract: The sustainable development of rural cultural brands requires high-quality cultural IP as a foundation.Digital technologies have now been effectively integrated into the production and dissemination of rural culture,opening up numerous possibilities for creating high-quality rural cultural IP.In the era of digital communication,developing rural cultural IP must focus on three key dimensions:logic,models,and pathways.At the level of logic,the organizational logic of the state provides a "blueprint" and establishes communication matrices for developing rural cultural IP;market logic offers viable profit models for its growth;technological logic supports platform-based operations and cultural creativity;and social logic injects new vitality by mobilizing public will and fostering collaborative production and dissemination.At the level of models,"linkage" serves as a crucial means of expanding the reach of rural cultural IP,"embeddedness" functions as a primary pathway for its synergistic development,and "sharing" constitutes a key strategy for multidimensional interaction and the co-enhancement of value.At the level of pathways,the "digital + cultural IP" paradigm represents an emerging cultural business model.Emphasizing the"village" brand captures the distinctive ethos of rural cultural IP,constructs its structural hierarchy,broadens its connotation,and leverages the halo effect of top-tier cultural IP to enrich rural cultural brand development.The cultural IP development of the "Village Super League" (Cun Chao) effectively integrates the region's rich traditional heritage with its vibrant football culture,transforming rural cultural symbols into tangible cultural value and establishing a new benchmark for developing rural cultural IP in the digital communication era.

Key words: digital communication, cultural IP, rural culture, cultural communication, Village Super League (Cun Chao)