媒介赋能与审美转译：非遗类短视频的文化传播研究

Media Empowerment and Aesthetic Transtranslation: A Study on Cultural Communication of Intangible‑Heritage‑Themed Short Videos

摘要: 随着非遗传承成为社会热点议题，传统文化产物也随之逐渐渗透进大众生活，而伴随网络短视频媒介快速崛起，非遗类短视频作为新兴影像形态深刻影响大众日常生活，成为承载民族传统情怀的重要媒介。非遗短视频依托传承弘扬传统文化的创作初衷，对“天人合一”“器以载道”“匠心独运”等传统手工艺精神内涵进行现代化转译，形成具有中国本土特色的短视频品类。本文选取抖音平台粉丝量排名前十的非遗类博主山白、江寻千等人，以他们从2020年起分别发布的700+条、60+条、70+短视频作为研究样本，运用内容分析法、话语分析法，从视听语言、叙事模式、评论互动三个层面对样本展开质化分析，以此探究非遗短视频的传播特征、价值优势，同时正视其商业化进程中的现实困境。

Abstract: As intangible cultural heritage (ICH) inheritance has become a hot social topic, traditional cultural products have gradually permeated public life. With the rapid rise of online short‑video media, ICH‑themed short videos, as an emerging visual form, have exerted a profound influence on people’s daily lives and evolved into a vital medium for carrying national traditional sentiments. Rooted in the creative mission of inheriting and promoting traditional culture, ICH short videos realize the modern translation of the spiritual connotations of traditional handicrafts such as “harmony between man and nature”, “the vessel embodies the Dao” and “craftsman’s ingenuity”, thus forming a short‑video category with distinctive Chinese local characteristics. This paper selects top‑ten ICH creators on the Douyin platform including Shanbai and Jiang Xunqian. Taking more than 700, 60 and 70 short videos they have released since 2020 as research samples, it adopts content analysis and discourse analysis to conduct qualitative analysis from three dimensions: audio‑visual language, narrative modes and comment‑based interaction. It aims to explore the communication characteristics and value advantages of ICH short videos, while also examining the practical dilemmas arising in their commercialization process.