抖音短视频算法设计赋能非遗传播的路径研究

A Research on the Path of Empowering Intangible Cultural Heritage Communication by Tik Tok Algorithm

作为自媒体时代的现象级产物,以抖音为代表的短视频平台已成为赋能非遗发展的新渠道。在此,传统媒体"把关人"角色进一步弱化,随之而来的是算法机制对大量信息处理主导权的部分接管。非遗传播依托于算法营造的交互式信息空间,用户被裹挟于被刻意筛选后的信息浪潮中,非遗传播新面貌与新挑战并存。文章从抖音短视频的算法逻辑出发,探讨算法设计助力非遗传播的具体路径,解析契机与挑战并存的"短视频+非遗"新模式的更多发展可能。

As a phenomenal product in the era of we-media,short video platforms represented by Tik Tok has become a new channel that empowers the development of intangible cultural heritage.The role of"gatekeeper"in traditional media is further weakened,followed by the partial takeover of the dominant power of large amounts of information processing by algorithm.The dissemination of intangible cultural heritage relies on the interactive information space created by algorithms,and users are caught in the wave of information that has been deliberately filtered.The new face of intangible cultural heritage dissemination coexists with new challenges.Starting from the algorithm logic of Tik Tok,this paper will discuss the path of algorithm design to help intangible cultural heritage,and analyze some development expectations of the mode of"short video+intangible cultural heritage",which has both opportunities and challenges.