讲好非遗故事：文化记忆视角下抖音青年非遗博主出圈策略探析

Telling the Intangible Cultural Heritage Story Well: An Analysis of Young Douyin ICH Creators’ Viral Strategies from the Perspective of Cultural Memory

摘要: 非遗文化传播是讲好中国故事的重要一环。越来越多的青年人投身短视频非遗内容赛道，成为非遗传播的主力军。本研究基于文化记忆的视角，以山白、南翔不爱吃饭和江寻千(九月)三位青年非遗博主为研究对象，从权力、媒介、时间与功能四个维度分析其出圈策略。研究发现，个人形象的IP化留住核心粉丝，多元主体与多元符号的协作共鸣激起大众的传统文化记忆，浪漫且艺术化的呈现以及博主自身的人格魅力唤起大众的民族认同是三位青年非遗博主出圈的关键。未来的非遗类短视频博主可以此为参考，在深刻理解中国传统文化和大众情绪的基础上持续创新，同时要警惕内容同质化和商业化两大难题，努力构建良好的非遗文化传播环境。

Abstract: The dissemination of intangible cultural heritage (ICH) is a crucial part of telling China’s stories well. An increasing number of young people are engaging in the production of short-form video content centered on ICH, becoming a major force in its promotion. From the perspective of cultural memory, this study examines three young ICH content creators—Shan Bai, Nanxiang Doesn’t Like to Eat, and Jiang Xunqian (September)—to analyze their strategies for achieving widespread influence across four dimensions: power, medium, time, and function. The findings reveal that these creators’ success hinges on several key factors: the development of a recognizable personal brand (IP) that retains core followers, collaboration among diverse actors and symbolic elements that resonate with public cultural memory, and artistic and emotionally evocative presentations that foster a sense of national identity. Moving forward, short-form video creators in the ICH domain should draw on these insights, continuing to innovate on the basis of a deep understanding of traditional Chinese culture and public sentiment. At the same time, they must remain vigilant against the risks of content homogenization and excessive commercialization, striving to build a healthier environment for the transmission of intangible cultural heritage.