非遗视频直播的技术逻辑及其潜在风险——基于抖音平台的“田野”观察

The Technical Logic and Potential Risks of Live Streaming for Intangible Cultural Heritage——Based on the Fieldwork on Tik-Tok

随着数字时代信息技术高速率发展,以实时动态影像信息传播为特征的视频直播演变为非遗网络传播的主要方式。然而,以数据和算法为支撑的非遗视频直播背后蕴含着一定的技术逻辑。通过对抖音平台特定时间段非遗直播活动的线上观察研究,基于反思视角,指出非遗传播实践中对于视频直播的过度依赖可能会造成流量规训下传承人主体性消减、场景脱域带来展演失序、文化逻辑让渡于市场逻辑等问题。因此,必须审视失序生长的非遗视频直播可能存在的风险,从回归本源价值、优化算法、完善技术准备等方面加以提升,以更好推动非遗网络传播实践。同时,应积极开展非遗视频直播的民族志书写,为互联网时代非遗传播研究积累资料,推进人类学、民俗学在研究范式转型上的新进展和研究内容上的新突破。

With the rapid development of information technology in the digital age,livestreaming video,characterized by the dissemination of real-time dynamic image information,has evolved into the main way of intangible cultural heritage network dissemination.However,there is a certain technical logic behind the live-streaming of intangible cultural heritage supported by data and algorithms.Based on the online observation of intangible cultural heritage live-streaming activities in a specific period of time on TikTok,this study points out that the excessive reliance on live-streaming in the practice of intangible cultural heritage communication may lead to the following problems:the subjectivity of the inheritors is reduced,the scene delocalization leads to the disorder of the performance,and the cultural logic is transferred to the market logic.Therefore,it is necessary to examine the possible risks of livestreaming of intangible cultural heritage that may develop out of order,and improve it from the aspects of returning to the original value,optimizing algorithms,and improving technical preparations,so as to better promote the practice of intangible cultural heritage network communication.At the same time,ethnographic writing of intangible cultural heritage live-streaming should be actively carried out to accumulate data for the research on intangible cultural heritage dissemination in the Internet era,and new progress as well as breakthroughs should be made in the transformation of research paradigms and the research content in anthropology and folklore.