非遗短视频对中华民族共同体意识的积极传播

The Positive Dissemination of a Sense of Community for the Chinese Nation by Intangible Cultural Heritage Short Videos

非遗短视频通过展示非遗文化、传递价值观念、形塑行为意愿等内容生产,依托庞大的用户群体和传播优势,在加深各族人民对中华优秀传统文化的认知体验、对中华传统价值观及当代转化的理解与认同,以及形成传承和传播中华文化的行动自觉等方面,对中华民族共同体意识的传播和铸牢发挥着积极作用。非遗短视频采用纪实、演绎、话题导向等形式,利用画面、声音、剪辑等视听手段,将非遗相关知识信息及其中蕴含的较为抽象的中华民族共同体意识内容,用直观、动态的影像呈现出来,达到了良好的传播效果。为进一步发挥非遗短视频铸牢中华民族共同体意识的媒介作用,政府职能部门和短视频平台要共同创造良好的传播生态环境,通过优化算法推荐机制、加大非遗账号尤其是传承人个人账号扶持力度、发起有规模效应的激励活动等方式,激活短视频平台的社会公共责任。从生产源头上做好内容输出,抓住用户的“兴趣点”和“兴奋点”,结合账号定位深耕内容和形式,并在传播过程中及时关注用户反馈信息,积极发挥正向引导作用。

With the iterative development of new media technologies,short videos have become a popular medium for mass communication in China and have been playing a crucial and vital role as carrier in solidifying the Chinese national community consciousness.Results additionally show Intangible Cultural Heritage(ICH)short videos—showcasing intangible cultural heritage,conveying values,shaping behavioral intentions,and relying on a vast user base and communication advantages—have been playing a positive role in spreading and solidifying a sense of community for the Chinese nation.Taking ICH short videos as its research object,this article conducts a systematic study on their content,form,and effect of the Chinese national community consciousness transmitted,and tries to clarify the internal logical relationship between ICH short videos and the spreading and forging of the Chinese national community consciousness.The goal is to provide some theoretical references for the effective spread and strengthening of the Chinese national community consciousness against the background of new media.Relying on its advantages in content production and communication,ICH short videos have been playing a positive role in forging a sense of community for the Chinese nation,which appears to be mainly reflected in deepening the cognition and experience of all ethnic groups of high traditional Chinese culture,strengthening the understanding and recognition of all ethnic peoples of traditional Chinese values and their contemporary transformation,and the process of self-identification by taking on and spreading Chinese culture.ICH short videos take various forms such as documentary,interpretation,and topic-oriented approaches,utilizing visual and auditory techniques like imagery,sound,and editing to present the knowledge and abstract content of Chinese national community consciousness intuitively and dynamically,achieving effective communication.The tangible impact of ICH short video dissemination is reflected in user engagement metrics such as likes,bookmarks,comments,and shares.Because these online reactions each have a different action logic,they also reflect different levels of communication effects.Likes and bookmarks seem to indicate user acceptance and approval of the video content,manifesting the influence of short videos on users'cognitive and emotional levels.As for shares and comments,they apparently require users to invest more intellectual and active participation,demonstrating the impact of short videos on user behavior.Generally speaking,if the number of likes and comments is high,the number of forwarded videos will be higher.From the perspective of form,those ICH short videos with more current topics or rich connotations generally are forwarded by more audiences.To further enhance the media role of ICH short videos in solidifying the Chinese national community consciousness,this article suggests that government departments and short video platforms should collaboratively create a favorable communication ecosystem.This involves optimizing algorithm recommendation mechanisms,increasing support for ICH accounts,especially those of cultural heritage inheritors,and initiating large-scaleincentive programs to activate social public responsibility of short video platforms.Moreover,content producers should clarify the relationship between ICH short videos and the forging of the Chinese national community consciousness,define the positive role ICH short videos could play in this regard,and focus on quality content production.This includes capturing users'interests and excitement points,aligning with account positioning,and actively responding to user feedback when disseminating.