贵州非物质文化遗产短视频传播效果及其影响因素分析——基于抖音短视频平台的样本挖掘与实证分析

Analysis of the Effectiveness of Short Video Communication of Non-foreign Heritage in Guizhou and Its Influencing Factors——Sample Mining and Empirical Analysis based on Douyin Platform

贵州是非物质文化遗产大省,非遗项目数量位于全国前列。抖音短视频凭借其高黏度的社交性、强劲的用户聚集力以及精准高效的传播速度,为贵州非遗的宣传推广创新了传播方式,提供了肥沃土壤,使贵州非遗短视频在抖音平台大放异彩,然而,在现实实践中贵州非遗短视频的传播存在传播者专业覆盖不广、用户的后续参与度较低、大部分短视频传播效果不够理想等问题。因此,要提升贵州非遗短视频的传播效果,内容生产者应找准身份定位,进行持续专业的内容生产;提升表达质量,通过故事化叙事丰富文化内涵;要重视情景质量,连接现代生活;要优化互动能力,引导用户进行体验分享。

Guizhou is a province with a large amount of intangible cultural heritage(ICH)in China.Short-video social media platform Douyin,with its highly sociality,strong user aggregation,and efficient propagation velocity,has innovated the transmission methods for the promotion of Guizhou ICHs.However,there are some problems in the dissemination of intangible cultural heritage short videos in Guizhou,such as most of the short-video creators are lack of expertise,the follow-up interaction of Douyin crowd is low,and video dissemination effects are not ideal.Therefore,to improve the propagation effect of Guizhou ICH short videos,the video creators should pin-point the correct identity positioning and carry out continuous professional content production,improve the quality of expression and enrich the cultural connotation through storytelling,attach importance to the quality of scenarios and connect modern life,and optimize the interactive ability and guide users to experience and share.