非遗短视频对青少年文化自信的影响机制

Impact Mechanism of Short Videos of Intangible Cultural Heritage on Cultural Confidence among Adolescents

在抖音等短视频平台中,沉寂已久的非物质文化遗产内容获得了大量年轻人的关注。基于媒介丰富度理论、社会认同理论,采用问卷调查法(N=517)、访谈法探索了非遗短视频媒介丰富度、中华民族认同感、文化智力和父母学历水平对青少年文化自信的影响机制。研究发现:(1)非遗短视频表达方式丰富度、信息质量丰富度均正向影响青少年文化自信。信息内容丰富度能够通过中华民族认同感这一中介变量正向影响青少年文化自信。(2)中华民族认同感是非遗短视频媒介丰富度对青少年文化自信产生影响的重要中介。(3)文化智力水平正向调节非遗短视频媒介丰富度对中华民族认同感的影响。(4)父母学历水平正向调节青少年中华民族认同感对文化自信的影响。研究从平台、内容和社会教育角度提出了建议,为研究非遗短视频传播效果、青少年文化自信的影响因素和机制提供了可借鉴的视角和思路。

In short video platforms such as Tiktok,the long-neglected intangible cultural heritage has gained significant attention from young people.Based on the media richness theory and social identity theory,this study used a questionnaire survey(N=517)and interviews to explore the impact mechanism of intangible cultural heritage short videos on cultural confidence among adolescents,in aspects covering the richness of the media,Chinese national identity,cultural intelligence,and parents’educational level.The study found that:(1)The richness of expression and information quality of short videos of intangible cultural heritage positively influence cultural confidence among adolescents.The richness of information can positively influence cultural confidence through the mediation of Chinese national identity.(2)Chinese national identity plays an important mediating role in the impact of the richness of intangible cultural heritage short videos on cultural confidence among adolescents.(3)Cultural intelligence positively moderates the impact of the richness of intangible cultural heritage short videos on Chinese national identity.(4)Parents’educational level positively moderates the influence of Chinese national identity on cultural confidence among adolescents.The study provides suggestions from the perspectives of platforms,content,and social education,offering a reference for researching the communication effects of intangible cultural heritage short videos and the influencing factors and mechanisms of cultural confidence among adolescents.