新媒体非遗跨文化传播效果分析——以YouTube平台为例

On the Cross-cultural Transmission Effect of New Media in the Field of Intangible Cultural Heritage:An Analysis of YouTube Short Videos

文章以代表性中华文化非遗为研究对象,运用关键词分析、情感分析与共现网络分析等文本挖掘方法分析YouTube平台中非遗短视频用户文本数据,应用“认知-情感-行为”框架模型研究非遗在该平台的传播效果。研究发现:非遗的认知形象多为正面形象,传统技艺、民间文学和传统体育、游艺与杂技类非遗认知度较高;情感感知以中性和积极情绪为主,对象涉及中华美食、家庭生活文化与原生态自然环境等;行为效果具体呈现为分享意向、购买意向、学习意向与旅游意向。文章立足于该平台非遗的传播效果,从传播语境、传播手段与传播主体等方面阐释实践启示。

The paper takes some representative Chinese cultural intangible cultural heritages as the research object.By means of keyword analysis,sentiment analysis and co-occurrence network analysis,and with the help of the“cognitive-emotional-behavioral”framework model,it first extracts the data of YouTube users who have been attracted by intangible cultural heritage short videos,and then analyzes the cross-cultural transmission effect of such short videos from the perspectives of communication context,communication means and communication subjects.The result shows that the YouTube users’cognitive image of intangible cultural heritage is mostly positive,with a high awareness of traditional skills,folk literature,traditional sports,recreation and acrobatics;their emotional perception is primarily neutral and positive,involving Chinese cuisine,family life and culture,and pristine natural environments;their behavioral effects are specifically presented as intention to share,intention to buy,intention to learn and intention to travel.Such could be inspiring for the cross-cultural transmission of Chinese intangible cultural heritages in the future.