非遗缂丝抖音平台传播策略研究

Research on the communication strategy of the intangible cultural heritage kesi TikTok platform

UGC(用户生产内容)时代的到来,短视频异军突起,不仅带动了抖音、快手等相关平台的兴盛,更是改变了用户互联网的接触行为。作为非遗代表的缂丝,恰可以利用"互联网+短视频"的形式,实现传播方式的新转变。本文以抖音平台缂丝类短视频号为研究对象,分析以短视频方式传播缂丝技术和文化的优势,以及目前该类型视频号存在的普遍问题,并在此基础上提出优化策略,推动"互联网+"环境下非遗缂丝的创新传播。

BWith the arrival of the era of UGC(users producing content), short video has suddenly rising, which not only drives the prosperity of TikTok, Kuaishou and other related platforms, but also changed the contact behavior of users’ Internet. As the representative of intangible cultural heritage, kesi can just use the form of "Internet + short video" to realize the new change of communication mode. This paper takes kesi short video number as the research platform, analyzes the advantages of spreading kesi technology and culture by short video, as well as the common problems existing in the type of video number, and puts forward optimization strategies to promote the innovative dissemination of kesi in the environment of "Internet +".