The Nezha IP in the New Era: A Cultural Communication Paradigm from the Perspective of Cultural Confidence

Under the guidance of the strategy of cultural confidence, the Nezha IP has demonstrated strong vitality. This paper takes the new-era cultural communication paradigm of the Nezha IP as its research object. From the perspective of cultural confidence, it has analyzed the characteristics of this communication and the deconstruction-reconstruction process of the IP. It explores how the IP engages contemporary audiences through innovative forms to create dialogue and resonance while inheriting traditional cultural connotations. Specifically, it examines communication strategies that encompass the modern interpretation of traditional story elements and the innovation of artistic expression. These strategies are further promoted through diversified media channels for widespread dissemination. Ultimately, the study finds that the IP not only enhance Chinese cultural identity but also helps carry forward excellent traditional Chinese culture.