数字化助力非遗传承——畲族编织技艺平台化传播路径与生态空间优化研究

Digital Empowerment for Intangible Cultural Heritage Inheritance—Research on Platform Communication Paths and Ecological Space Optimization of She Ethnic Group Weaving Techniques

摘要: 以抖音平台3个地方文旅官方账号、6个非遗网络创作者账号的6178条评论数据为样本，运用文本挖掘、词频统计、情感分析及LDA主题建模法，解析畲族编织技艺平台化传播现状，探究数字技术赋能非遗文化平台化传播的影响平台化传播效能；其并非依靠单一传播主体实现传播效果提升，而是通过构建“文旅 + 非遗网络创作者 + 传承人”三元协同传播机制、创新多模态传播内容、拓展年轻化适配渠道、优化非遗文化生态空间，破解传播内容表层化、主体协同不足、年轻群体参与度低等问题，推动非遗文化动态传承与创新传播。

Abstract: This study takes 6,178 comment data from 3 official local culture and tourism accounts and 6 ICH online creator accounts on the Douyin platform as samples. By employing text mining, word frequency statistics, sentiment analysis and LDA topic modeling, it analyzes the current situation of platform-based communication of She weaving techniques, and explores the impact and mechanism of digital technology empowerment on the platform communication of intangible cultural heritage. The results show that digital technology empowerment can optimize the breadth and depth of intangible cultural heritage communication and improve the efficiency of platform-based communication. Rather than relying on a single communication subject to enhance communication effects, it constructs a ternary collaborative communication mechanism of “culture and tourism + ICH online creators + inheritors”, innovates multimodal communication content, expands youth-oriented communication channels, and optimizes the ecological space of intangible cultural heritage. In doing so, it addresses problems such as superficial communication content, insufficient coordination among subjects, and low participation of young people, so as to promote the dynamic inheritance and innovative communication of intangible cultural heritage.