Negotiating Cultural Meaning in the Market: Semiotic Transformations of Guangzhou Jade Carving in Contemporary China

In contemporary China, the centuries-old tradition of Guangzhou jade carving is undergoing a profound transformation as it intersects with the dynamics of commercial markets and digital consumption. This study investigates how the cultural meanings historically embedded in jade carving are being reshaped—visually, linguistically, and symbolically—through modern retail platforms and lifestyle branding. Drawing on a comparative semiotic analysis of traditional and commercial jade artifacts, alongside discourse from online advertising and consumer commentary, the research identifies patterns of symbolic simplification, reinterpretation, and recontextualization. While market forces often dilute ritual and philosophical associations, they also create new channels for cultural engagement and symbolic expression. Rather than framing this shift as cultural decline, the study proposes a model of cultural negotiation, in which heritage meanings are continuously adapted across shifting social and economic landscapes. This perspective offers a critical contribution to ongoing debates on how intangible heritage is mediated, reimagined, and sustained within the dynamics of design, commerce, and popular culture.