数字传播视域下非遗守艺人的抖音“破圈”现象研究

A Study on the “Breaking the Circle” Phenomenon of Intangible Cultural Heritage Guardians on Douyin from the Perspective of Digital Communication

摘要: 在如今数字化传播的大环境下，抖音为非遗传承创造了新机会。本文以抖音非遗守艺人为研究对象，深入分析非遗数字化传播的过程。通过对比头部与非头部账号传播差异可以发现，平台的扶持、多元化的叙事方式以及互动产生的共鸣，推动着非遗“破圈”。然而，数字化传播也伴随文化挪用、内涵稀释及数字鸿沟等潜在风险，当前非遗传播还存在内容同质化、创作主体分化、互动浅层化等问题。为此，本文提出深耕精品内容、提升创作素养、引导用户认知等优化策略，目的是推动非遗在抖音上的可持续传播，为非遗数字化传承提供理论与实践方面的参考。

Abstract: In today’s digital communication environment, Douyin has created new opportunities for the inheritance of intangible cultural heritage. This paper takes Douyin intangible cultural heritage guardians as the research object and analyzes in depth the process of digital communication of intangible cultural heritage. By comparing the differences in communication between top and non-top accounts, it can be found that platform support, diversified narrative methods, and the resonance generated by interaction are promoting the “breaking the circle” of intangible cultural heritage. However, digital communication is also accompanied by potential risks such as cultural appropriation, dilution of connotation, and digital divide. Currently, the communication of intangible cultural heritage also suffers from problems such as content homogenization, differentiation of creative subjects, and superficial interaction. To this end, this paper proposes optimization strategies such as cultivating high-quality content, improving creative literacy, and guiding user cognition, with the aim of promoting the sustainable communication of intangible cultural heritage on Douyin and providing theoretical and practical references for the digital inheritance of intangible cultural heritage.