基于短视频的传统手工艺文化传播策略研究

Research on the Communication Strategies of Traditional Handicraft Culture Based on Short Video

传统手工艺文化的赓续不绝,离不开传播。以快手、抖音为代表的短视频媒介凭借其形象生动的呈现方式,将口传身授的传统手工艺转换成短视频,对传统手工艺文化进行可视化传播,让传统手工艺“看得见”也“摸得着”,扭转社会对传统手工艺的“刻板印象”,从而让更多的人尤其是青少年能够重新认识和接受传统手工艺。文章梳理了“传统手工艺+短视频”文化传播发展脉络,并分析了短视频在传统手工艺文化传播中的创新价值,在此基础上提出具体策略,以期让传统手工艺真正地“活起来”,在现代语境下得以实现可持续发展。

The continuous development of traditional handicraft culture is inseparable from communication. The short video media represented by Kwai Fu and Tiktok, by virtue of their vivid presentation, displays traditional handicrafts orally and personally in the short videos. It can visualize traditional handicraft culture and make traditional crafts “visible” and “tangible”, reversing the stereotype of traditional handicrafts. So that more people, especially teenagers, can re-recognize and accept traditional handicrafts. In the paper the development context of “traditional handicrafts plus short video” cultural communication was clarified, and the innovative value of short video in the communication of traditional handicrafts culture was analyzed. Some specific strategies were put forward on the basis,in order to make traditional handicrafts truly “live” and realize sustainable development in the modern context.