基于短视频平台的区域传统文化传播实践研究--以漳州为例

Research on the Dissemination of Regional Traditional Culture Based on Short Video Platforms--A Case Study of Zhangzhou

对区域传统文化在抖音短视频平台传播的现状进行分析,以抖音号粉丝数及点赞数作为依据,探究受众偏好,结合漳州传统文化在短视频平台的传播现状,寻找短视频与区域传统文化传播的嵌入方法。分析得出漳州区域性传统文化传播存在官方舆论宣传口缺失,传统文化舆论热点需要进行议程设置,受众需要提升文化自信,提高受众的认同传播。

This paper analyzes the current dissemination of regional traditional culture on the Tik Tok short video platform.Using the number of followers and likes on Tik Tok,the paper explores audience preferences and the dissemination of Zhangzhou’s traditional culture on short video platforms to find an embedding method for short videos and the dissemination of regional traditional culture.The analysis concludes that there is a lack of official public opinion promotion in the dissemination of regional traditional culture in Zhangzhou,and that public opinion hotspots related to traditional culture requires agenda setting.It also points out that audiences need to improve cultural self-confidence and enhance their acceptance of cultural dissemination.