共识、连接与再生产：传统文化类猫meme短视频的生产机制与文化传播研究

From Consensus to Connection and Re-Production: A Study on the Production Mechanism and Cultural Communication of Traditional Culture Cat meme Short Videos

摘要: 本文以抖音平台的传统文化类猫meme短视频为研究对象，通过对其内容类别与生产机制的分析，探讨其在数字时代文化传播中的创新模式与启示。研究首先将此类视频划分为名人历史、国风戏曲和非遗民俗三种主要类型，揭示其通过拟人化演绎、符号嫁接与场景重构等策略完成文化内容的轻量化传播。进一步剖析其生产机制，指出该类短视频模因通过调用已具备社群共识的“元模因”进行拼贴与再叙事，构建出的新的“模因复合体”即短视频模因，并在参与式文化的驱动下完成从无序模仿到垂直化、准专业化生产的自组织演进。在文化传播层面，本研究指出该类短视频模因并非是对文化内容进行单纯的模因化，其价值在于它实现了文化符号与网络模因之间的有效连接与再生产。这一连接不仅促成了传统文化与网络文化在符号与内容层面的新融合，更推动两个具有群体共识的文化场域相融，拓展了共识的广度与群体的边界，增强了传统文化社群的再生产活力，与此同时，也需要警惕文化的模因化可能导致的文化浅薄化风险，未来应该在文化的创新传播与维护文化本真性之间建立起动态的平衡。

Abstract: This paper focuses on the emerging phenomenon of traditional culture-themed cat meme short videos on the Douyin platform. It analyzes the innovative logic of cultural communication within these memes from the perspectives of content categorization and production mechanisms. The research identifies three main content types: the personification of historical figures, the adaptation of traditional Chinese opera, and the presentation of intangible cultural heritage. The primary communication strategy involves combining anthropomorphic techniques with symbolic grafting and scene reconstruction to disseminate traditional cultural content in a lightweight and engaging manner. At the level of content production, these videos utilize widely recognized “meta-memes” within the community for secondary collage and narrative reconstruction, forming new “meme complexes.” Driven by participatory culture, the production model has evolved from initial chaotic imitation by early community members to a more vertically oriented and quasi-professional self-organizing progression. Regarding innovation in cultural communication pathways, cat meme short videos do not simply memetically traditional culture. Instead, they construct an effective channel connecting cultural symbols with internet memes. This connection not only facilitates the integration of traditional culture and youth internet culture at the content level but also promotes the interpenetration of two previously relatively independent cultural fields. It expands the boundaries of cultural consensus and communities, thereby invigorating the reproductive capacity of traditional cultural communities. However, it is also crucial to be mindful of the potential risk of meme-based communication diluting the depth of traditional culture. In the future, a dynamic balance must be sought between the innovativeness of cultural communication and the authenticity of the culture itself.