短视频在非遗传播中的应用研究

Application Research of Short Video in Non-legacy Communication

短视频技术的发展和应用突破了非物质文化遗产原有的传播格局,形成了新的文化表征、意义生产和分配消费方式,为非遗的传承与发展注入了新的力量。与传统媒介相比,短视频主导的非遗传播在传播主体、信息形态及流转方式上进行了大胆的创新,具有很强的传播优势。但由于短视频的传播属性与非遗的文化本质存在着内生性的矛盾,非遗短视频传播仍存在传播主体优势受限、文化内涵尚未挖掘、传播资源分布不均等现实问题。非遗短视频的可持续发展,应进一步发挥政府作用、深化文化内涵的现代表现、融合人工智能技术、建立人际链圈层传播渠道。

The development and application of short video technology has broken through the original dissemination pattern of intangible cultural heritage and formed new cultural representations,meaningful production and distribution,and consumption methods,injecting new power to the inheritance and development of intangible cultural heritage.Compared with traditional media,short video-led intangible cultural heritage has made bold innovations in the main body of communication,information form and circulation method,and has a strong communication advantage.However,due to the endogenous contradiction between the attributes of short video transmission and the cultural essence of intangible cultural heritage,there are still practical problems such as limited advantages of the main body of the communication,unexplored cultural connotation,and uneven distribution of communication resources.In order to achieve sustainable development,short video of intangible cultural heritage needs to further play the role of government,deepen the modern expression of cultural connotation,integrate artificial intelligence technology,and establish interpersonal chain-level communication channels.