Mind the Gap: Cultural Expression in Subway Advertisements and Passenger Perception—A Case Study of Changzhou, China

This dataset was collected in Changzhou, Jiangsu Province, China, between April and July 2024, through semi-structured interviews with 31 participants, including local residents, tourists, metro staff, and advertisement designers. The data comprise anonymized interview transcripts, coding categories, and thematic classifications. Data were transcribed verbatim, anonymized, and processed using NVivo 15 software. This dataset can be reused for qualitative research on cultural communication, metro advertising strategies, passenger perception, and urban culture studies.

本数据集于2024年4月至7月在中国江苏省常州市采集，通过半结构化访谈对31名参与者开展调研，受访对象涵盖本地居民、游客、地铁工作人员及广告设计师。数据集包含匿名化处理后的访谈转录文本、编码分类与主题分类结果。所有数据均经逐字转录、匿名化加工，并使用NVivo 15软件完成后续处理。本数据集可复用于文化传播、地铁广告策略、乘客感知及城市文化研究等领域的质性研究。