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
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.
Intangible Cultural HeritageGuizhouShort VideoDissemination EffectDouyin
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