The emergence of integrated media has presented new opportunities in the branding and communication of the traditional culture. The paper will formulate a framework of cultural branding, known as the Four Creation and Four Integration model, based on the analysis of opportunities and challenges of the process of developing traditional culture, which includes the creation of mechanisms, technological innovations, and content creation, and the development of industries. Emotional tendencies of traditional culture communication were identified through the LDA-TF-IDF approach using the traditional cultural information of the DY platform as the research sample, and the SEM model was used to determine the determinants of the dissemination process. The results show that Culture is the most frequent term (298) amongst the high-frequency terms and the communication pattern of traditional culture is fairly constant between the different media channels. In the structural equation model, the path between the urban branding subject and brand cognition does not statistically significantly differ, but all other paths are statistically significant at 5 percent or 1 percent. Thus, to reinforce the contemporary representation of the traditional culture, the communication and branding of the traditional culture should integrate innovative technologies and develop a new integrated-media communication model.
