An Integrated PESTEL-AIDAS Framework for Digitizing Nüshu Archives: Toward Technology-Empowered Participation

Shuwen Fan; Apple Hiu Ching Lam; Yun Liang

Abstract

The digitalization of Nüshu, a distinctive feminine script and intangible cultural heritage, represents a critical undertaking for both its preservation and its integration into contemporary cultural discourse. This process confronts multifaceted challenges spanning strategic planning to public engagement. This conceptual paper proposes an integrated PESTEL-AIDAS framework to guide the digitization of Nüshu, a feminine form of intangible cultural heritage. Drawing on a systematic synthesis of existing literature on Nüshu studies, cultural heritage informatics, and technology applications, the paper first employs the PESTEL model as a diagnostic tool to identify and categorize the macro-environmental challenges hindering Nüshu’s digital development. It then applies the AIDAS model prescriptively to design a staged user engagement pathway. The resulting analytical propositions demonstrate how immersive technologies (AR/VR) and AI-generated content (AIGC) can be strategically deployed to guide audiences from initial attention to sustained satisfaction. This framework offers both a theoretical lens and an actionable roadmap for heritage practitioners, advocating a shift away from technology-centric digitization toward a participatory, audience-centered approach.

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