短视频平台中非遗文化的符号互动传播机制研究

A Study on the Symbolic Interaction Communication Mechanism of Intangible Cultural Heritage on Short Video Platforms

摘要: 在新媒体技术与文化数字化战略的推动下，短视频平台成为非物质文化遗产传播的重要载体。本研究以符号互动理论为框架，结合抖音、快手等平台的非遗短视频案例，探讨非遗文化的符号互动传播机制。通过文献分析、内容分析及案例研究法，发现非遗短视频通过视听符号的多元呈现构建了线上情感互动空间，强化了用户对传统文化的认同感与群体归属感。非遗短视频通过符号互动实现了文化价值的耦合，但其可持续发展需平衡流量驱动与文化深度表达，并借助国际化传播路径增强跨文化共鸣。

Abstract: Driven by new media technologies and the national cultural digitalization strategy, short video platforms have become an important carrier for the communication of intangible cultural heritage. Based on the framework of symbolic interaction theory, this study combines cases of intangible cultural heritage short videos on platforms such as Douyin and Kuaishou to explore the symbolic interaction communication mechanism of intangible cultural heritage. Through literature analysis and case study, it is found that intangible cultural heritage short videos have constructed an online emotional interaction space through the diversified presentation of audio-visual symbols, strengthening users’ sense of identity and group belonging to traditional culture. Intangible cultural heritage short videos have realized the coupling of cultural values through symbolic interaction. However, their sustainable development requires a balance between traffic-driven logic and in-depth cultural expression, as well as enhancing cross-cultural resonance through international communication paths.