叙事学视域下非遗传承人短视频的叙事特征及其传播启示

Narrative Features and Communication Implications of Short Videos by Inheritors of Intangible Cultural Heritage from the Perspective of Narratology

摘要: 在当今数字媒体高速发展的时代，抖音平台已成为非物质文化遗产传播的重要阵地，非遗传承人通过短视频进行自我表达与文化展示。本文以叙事学为理论视角，观察抖音平台非遗传承人发布的短视频文本，从叙事主体、叙事视角、叙事结构、叙事语言四个维度分析其叙事特征。研究发现，这类短视频呈现出传承人个体身份叙事突出、内聚焦视角强化情感代入、碎片化结构适应平台逻辑、视听语言营造在场感等特征。基于这些特征，本文从个体叙事、情感连接、系列化布局、视听优化四个方面提出传播启示。

Abstract: In the era of rapid advancement in digital media, the Douyin platform has emerged as a significant arena for the dissemination of intangible cultural heritage (ICH), where inheritors engage in self-expression and cultural presentation through short videos. Adopting narratology as the theoretical lens, this study examines short video texts posted by ICH inheritors on Douyin, analyzing their narrative features across four dimensions: narrative subject, narrative perspective, narrative structure, and narrative language. The findings reveal that these short videos exhibit the following characteristics: prominent individual identity narration by inheritors, internal focalization that intensifies emotional engagement, fragmented structures that align with platform logic, and audio-visual language that fosters a sense of presence. Drawing on these features, this paper proposes communication implications from four aspects: individual narration, emotional connection, serialized arrangement, and audio-visual optimization.