Abstract: [Purpose/Significance] The emergence of Generative AI as a new media form, plays a dual impact on the reshaping the media structure and the social context of traditional cultural communication. Researching on media presentation and risk management of Generative AI holds significance in facilitating intelligent dissemination of traditional cultural, fostering digital humanities with distinct Chinese characteristics, and constructing modern Chinese civilization. [Design/Methodology] By using participatory observation and case analysis, combined with relevant theories of media science and semiotics, this study explores the application of Generative AI in the field of traditional cultural communication from three dimensions of media presentation, risk factors and risk governance. [Findings/Conclusion] Generative AI has a complex impact on the dissemination of traditional culture in media material, media interaction, media symbols, media time, media space and other aspects, and there are risks such as insufficient cultural accuracy, authenticity and completeness, cultural value conflicts and creativity reduction, cultural bias and inequality, infringement and excessive commercialization, etc. This requires the collaborative governance participated by multiple stakeholders such as regulatory agencies, service providers, cultural heritage units and users. [Originality/Value] This paper examines the theoretical rationale behind traditional cultural communication from the perspective of Generative AI, and proposes multi-party collaborative governance strategies for potential risks.

Key words: Generative AI, Artificial intelligence, Artificial Intelligence Generated Content（AIGC）, Traditional culture, Risk governance