情感传播视域下非遗数字化传播的“情绪叙事–符号转译”建构研究——以抖音博主朱铁雄为个案

A Study on the Construction of “Emotional Narrative-Symbolic Translation” in the Digital Dissemination of Intangible Cultural Heritage from the Perspective of Emotional Communication—A Case Study of Douyin Creator Zhu Tiexiong

摘要: 在全球数字化浪潮与非物质文化遗产“动态传承”需求的交织下，短视频平台凭借其轻量化、交互性、低门槛的特征，成为非物质文化遗产触及年轻群体的重要场域，短视频博主通过视听语言创新与技术赋能重构非遗数字化传播范式。面对非遗数字化传播中情感连接薄弱与文化意义消解的困境，本研究以抖音头部非遗传播博主朱铁雄为个案，从情感传播的视角切入，采用文本分析、内容分析法系统拆解分析朱铁雄在抖音短视频平台发布的、符合本研究要求的共33个短视频。研究发现，朱铁雄的视频打破了目前非物质文化遗产视频传播中存在的内容同质、情感连接薄弱困境，通过“非遗符号转译 + 情感共振”的创新模式实现了文化遗产传播从“数字呈现”到“情感认同”的路径，为数字化时代文化遗产的传播提供了可借鉴的经验。

Abstract: Amid the interplay between the global digital revolution and the need for the “dynamic transmission” of intangible cultural heritage, short-video platforms—with their lightweight, interactive, and low-barrier-to-entry characteristics—have emerged as a vital arena for engaging younger audiences with intangible cultural heritage. Through innovations in audiovisual language and technological empowerment, short-video creators are reshaping the paradigm of digital dissemination for intangible cultural heritage. Facing the challenges of weak emotional connections and the erosion of cultural significance in the digital dissemination of ICH, this study takes Zhu Tiexiong, a leading ICH content creator on Douyin, as a case study. Adopting a perspective of emotional communication, the study employs text analysis and content analysis to systematically dissect and analyze a total of 33 short videos posted by Zhu Tiexiong on the Douyin platform that meet the criteria of this research. The findings reveal that Zhu Tiexiong’s videos have overcome the current challenges of content homogeneity and weak emotional connections in ICH video dissemination. Through an innovative model of “ICH symbol translation and emotional resonance”, his work has charted a path for cultural heritage dissemination from “digital presentation” to “emotional identification”, offering valuable insights for the dissemination of cultural heritage in the digital age.