北京服饰类非遗在抖音短视频平台的推广机制研究

Research on Promotion Mechanism of Beijing Costume Apparel Intangible Cultural Heritage on Douyin App

社交类短视频APP已经成为当代传播的重要媒介,也成为了北京非遗传播的新阵地。在这种媒介环境下,“非遗文化+社交短视频”的新模式必须面对全方位的资源整合和内容创新,才能推动新兴传播方式带动传统技艺,提升传统文化的影响力和竞争力,助力中华文化复兴。本文从传统文化和社交短视频的融合模式开始分析,进而以此为依据分析北京非遗传承中面对的实际问题,从内容产出和推广模式方面提出应对策略和建议。

Social short video apps have become an important medium for contemporary communication and a new front for the dissemination of intangible cultural heritage in Beijing.In such a media environment,the new mode of"intangible cultural heritage+social short video"must face all-round resource integration and content innovation,so as to promote the emerging communication mode to promote traditional artistry,enhance the influence and competitiveness of traditional culture,and promote the revival of Chinese culture.This paper starts from the analysis of the fusion mode of traditional culture and social short video,and then analyzes the practical problems faced by Beijing's non-genetic inheritance based on this,and puts forward countermeasures and suggestions from the content production and promotion mode.