基于SPTC模型的非物质文化遗产跨文化传播优化策略研究——以短视频为例

Optimization Strategies for Cross-Cultural Dissemination of Intangible Cultural Heritage Based on the SPTC Model—A Case Study of Short Videos

摘要: 在新质生产力驱动下，短视频成为非物质文化遗产(以下简称“非遗”)跨文化传播的重要载体，但也面临人才断层、算法茧房、文化折扣等困境。对此，本研究创新性地构建并阐释了“主体–平台–技术–内容”(SPTC)协同优化模型，提出了系统性的优化策略：在主体维度，实施“内育外引”双轨机制，构建多元共创的传播生态；在平台维度，推动算法从“流量优先”向“文化价值导向”转型，开发智能文化转译工具；在技术维度，利用数字孪生、AIGC与区块链技术，深化沉浸式叙事并捍卫文化本真；在内容维度，践行“全球本土化”叙事创新策略，并通过“政策扶持 + 公益托底 + 市场赋能”的产融结合机制实现价值闭环。研究成果为摆脱非遗跨文化传播困境、提升国际传播效能提供了具有可操作性的理论框架与实践方案。

Abstract: Under the impetus of new quality productive forces, short videos have emerged as prominent vehicles for the cross-cultural dissemination of intangible cultural heritage (ICH). Nonetheless, this landscape remains constrained by intergenerational talent discontinuity, algorithmic filter bubbles, and cultural discount. To address these challenges, the present study develops and operationalizes an innovative “Subject-Platform-Technology-Content” (SPTC) synergistic framework, from which systematic optimization strategies are derived. At the subject level, a dual-track approach of internal incubation and external talent attraction is advanced to cultivate a collaborative and pluralistic communication ecosystem. At the platform level, an algorithmic paradigm shift—from traffic-driven logic to cultural value orientation—is proposed, accompanied by the development of intelligent cultural translation tools. At the technology level, digital twin, AIGC, and blockchain technologies are integrated to enhance immersive storytelling while safeguarding cultural authenticity. At the content level, a glocalized narrative paradigm is pursued, and a self-sustaining value loop is established through an industry-finance integration mechanism combining policy support, public welfare safeguards, and market-driven empowerment. The findings offer a theoretically grounded and operationally viable framework for overcoming the dilemmas of ICH cross-cultural communication and enhancing its global communication effectiveness.