基于上瘾模型的书画装裱与修复技艺短视频运营策略研究——以抖音短视频平台为例

Research on the Short Video Operation Strategy of Painting and Calligraphy Framing and Restoration Techniques Based on the Addiction Model—An Example of DouYin Short Video Platform

随着非遗保护政策的不断落实和推进,相关技术也开始逐渐进入人们的视野。书画装裱与修复技艺作为我国所特有的一种修复古代美术作品的专业技术,对此进行传播对于我国文化遗产保护具有十分重要的实际意义。本文基于抖音粉丝数量排名前13的相关账号,应用TOPSIS法对视频传播的优劣方案进行量化分析,同时依据上瘾模型的四个主要环节,构建书画装裱与修复技艺短视频传播互动模型。研究结果表明,大众更加偏爱专业性、大众性、历史性的视频内容。并由此提出了调查对象知识焦虑的内部触发、为用户设计多变的筹赏阶段等促进书画装裱与修复技艺相关视频运营的策略。

With the continuous implementation and promotion of the policy of preserving non-patrimonial heritage, related techniques are gradually coming into people’s view. As a unique technique for restoring ancient art works, the dissemination of painting and calligraphy framing and restoration techniques is of great practical significance for the protection of cultural heritage in China. Based on the top 13 accounts of DouYin, this paper applies TOPSIS method to quantify the advantages and disadvantages of video dissemination and constructs an interactive model of short video dissemination of painting and calligraphy framing and restoration techniques based on the four main links of addiction model. The research results show that the public prefers professional, popular and historical video contents. The study also proposes strategies to promote the operation of videos related to painting and calligraphy framing and restoration techniques, such as internal triggering of knowledge anxiety of the respondents and designing variable appreciation stages for users.