具身化客家非遗短视频的使用与满足探究——以梅州离乡青年为例

An Exploration of the Uses and Gratifications of Embodied Hakka Intangible Cultural Heritage Short Videos—A Study of Diasporic Youth in Meizhou

摘要: 梅州，作为客家文化核心区域，其所具有的客家非物质文化遗产文化丰富。客家非物质文化遗产从静止的、不可感知的古老传统转变为可感知的身体劳动文本。而这也为客家青年深度感知客家文化提供了有吸引力的文化样式。而因求学务工而离乡青年面对具身化的客家非遗短视频，“离乡”状态将放大观看短视频的心理效应，使其在消费上带有更立体的媒介需求指向。本研究认为梅州离乡青年在观看时候，认知需求、情感、社交、自我实现都得到了一定满足。这些消费实践体验的满足促成了客家离乡青年对客家文化的认识、喜爱与认同。本研究也对理论本身有细化、呼应与延展。

Abstract: Meizhou, as the core area of Hakka culture, is rich in intangible Hakka cultural heritage. The intangible cultural heritage of the Hakka people has transformed from static and imperceptible ancient traditions into perceptible physical labor texts. This also provides an attractive cultural form for Hakka youth to deeply perceive Hakka culture. When young people who have left their hometowns for studies or work are confronted with the materialized short videos of Hakka intangible cultural heritage, the “leaving home” state will amplify the psychological effect of watching short videos, making their consumption have a more three-dimensional media demand orientation. This study holds that when the young people who left their hometowns in Meizhou watched, their cognitive needs, emotions, social skills and self-actualization were all satisfied to a certain extent. The satisfaction of these consumption practice experiences has contributed to the Hakka youth who have left their hometowns’ understanding, love and identification with Hakka culture. This study also refines, echoes and extends the theory itself.