非遗文化的电商赋能传播路径与治愈经济研究

E-Commerce Empowerment and Healing Economy of Intangible Cultural Heritage

摘要: 非物质文化遗产是构建华夏民族璀璨文明的基石。在电商与新媒体深度融合的背景下，非遗文化的电商赋能与治愈经济已成为其活化传承与商业价值转化的重要路径。本文以网络博主“李子柒”为案例，借助情感经济学(Affective Economies)理论，分析其治愈性内容作为高情感潜能载体在数字媒介中的传播、增值与转化机制。研究发现李子柒视频通过叙事、符号与意义的系统建构，生产出具有高情感潜能的治愈性载体；这些情感载体在平台媒介中流通时不断积累情感价值，实现情感增值；情感增值进一步转化为品牌溢价与消费行为，形成治愈经济链条。本文最后反思了情感异化、过度商业化等风险，并提出优化策略，以期为非遗文化的电商化发展提供帮助。

Abstract: Intangible Cultural Heritage (ICH) serves as the cornerstone of the splendid Chinese civilization. Against the backdrop of the deep integration of e-commerce and new media, the e-commerce empowerment and healing economy of ICH have become crucial pathways for its revitalized preservation and commercial value transformation. Taking the online blogger Li Ziqi as a case study and drawing on the theory of Affective Economies, this paper analyzes the circulation, value accretion, and transformation mechanisms of her healing content as high-affective-potential carriers in digital media. The study finds that Li Ziqi’s videos produce healing carriers with high affective potential through the systematic construction of narrative, symbols, and meaning. As these affective carriers circulate on platform media, they continuously accumulate affective value, achieving affective value accretion. This affective value further translates into brand premium and consumer behavior, forming a healing economy chain. Finally, the paper reflects on risks such as emotional alienation and over-commercialization, and proposes optimization strategies to support the e-commerce development of ICH.