新质生产力背景下非物质文化遗产跨文化传播的现状审视与挑战分析——以短视频为例

Cross-Cultural Dissemination of Intangible Cultural Heritage in the Context of New Quality Productive Forces: Current Situation and Challenges—A Case Study of Short Videos

摘要: 在数字化与全球化深度融合的背景下，以短视频为代表的新质生产力正在深刻重塑非物质文化遗产(以下简称“非遗”)的跨文化传播生态。本文系统梳理了非遗跨文化传播从“身体在场”到“媒介表征”再到“数字共创”的历史演进逻辑，并重点分析了当前以短视频为核心的传播现状。研究指出，技术赋能为非遗传播带来了传播工具革新、主体多元化和产业价值转化等历史性机遇，但也同时面临着四大核心困境：传承人才断层与国际叙事者匮乏、算法机制导致的“信息茧房”与“流量失衡”、“技术中心论”思维对文化深度的框定与“奇观化”倾向，以及跨文化语境中的“文化折扣”与符号意义简化。本文通过对现状与困境的深度剖析，为后续构建系统性优化策略奠定了坚实的理论与实践基础。

Abstract: In the context of the deep integration of digitalization and globalization, New Quality Productive Forces, represented by short videos, are profoundly reshaping the cross-cultural dissemination ecosystem of Intangible Cultural Heritage (hereinafter referred to as “ICH”). This paper systematically reviews the historical evolution logic of ICH cross-cultural dissemination from “physical presence” to “media representation” and then to “digital co-creation”, with a focus on analyzing the current dissemination landscape centered on short videos. The study points out that while technological empowerment has brought historic opportunities for ICH dissemination—including innovations in dissemination tools, diversification of participants, and transformation of industrial value—it also faces four major challenges: the shortage of heritage bearers and the lack of international narrators; the “information cocoons” and “traffic imbalance” caused by algorithmic mechanisms; the framing of cultural depth and the tendency toward “spectacularization” driven by a “techno-centric” mindset; and the “cultural discount” and simplification of symbolic meaning in cross-cultural contexts. Through an in-depth analysis of the current situation and challenges, this paper lays a solid theoretical and practical foundation for the subsequent development of systematic optimization strategies.