非物质文化遗产“确山打铁花”短视频传播策略研究——以抖音”江寻千“为例

非物质文化遗产“确山打铁花”短视频传播策略研究一以抖音“江寻千”为例摘要非物质文化遗产，是中华民族的宝贵财富，蕴含着民族特有的精神价值。做好非遗文化在当代的保护、传承与传播，对提升民族文化自信、建设文化强国都有着重要作用。在新媒体背景下，非物质文化遗产的短视频传播策略成为弘扬中华传统优秀文化的重要手段。“确山打铁花”作为河南省级非遗，独特、奇妙的表演形式为短视频的传播提供了许多可供借鉴的素材。本文以抖音号“江寻千（九月）”为例，从该案例的视角出发，探究了“确山打铁花”在短视频网络中的现状、存在的问题和解决对策。该研究发现，“确山打铁花”取得了不错的成效，但该非遗在短视频平台依然存在内容重复率高、互动程度不足的问题。要想进一步提高影响力，可以从内容深度挖掘、增强互动模式，多样化宣传渠道三方面来提高传播力，促进非遗文化的传承和发展。为我国的其它非遗项目在短视频平台上的传播做出了参考指引。关键词：非物质文化遗产：确山打铁花：短视频传播：抖音江寻千ABSTRACTIntangible cultural heritage is a precious asset of the Chinese nation,containing uniquespiritual values of the nation.The protection,inheritance,and dissemination of intangiblecultural heritage in contemporary times play an important role in enhancing national culturalconfidence and building a cultural powerhouse.In the context of new media,the short videodissemination strategy of intangible cultural heritage has become an important means ofpromoting excellent traditional Chinese culture.As a provincial-level intangible cultural heritagesite in Henan,the unique and wonderful performance form of"Queshan Striving Iron Flowers"provides many reference materials for the dissemination of short videos.This paper takes theTiktok "Jiang Xungian (September)"as an example,and from the perspective of this case,explores the current situation,existing problems and solutions of"Queshan Iron Flower"in shortvideo network.The study found that "Queshan Defeats Iron Flowers"has achieved good results,but the intangible cultural heritage still has problems of high content repetition and insufficientinteraction on short video platforms.To further enhance its influence,it is possible to improve itsdissemination and promote the inheritance and development of intangible cultural heritagethrough three aspects:deep content mining,enhanced interactive modes,and diversifiedpublicity channels.This has provided reference guidance for the dissemination of otherintangible cultural heritage projects in China on short video platforms.Keywords Intangible Cultural Heritage;Make iron flowers in Queshan;Short videodissemination;Tiktok Jiang Xungian目录第1章绪论.….11.1研究背景…1.2研究意义…1.3国内外研究现状.1.3.1国内研究现状1.3.2国外研究现状…。.21.4研究的创新点与研究方法.3第2章“确山打铁花”短视频传播价值及现状分析.042.1“确山打铁花”的短视频传播价值…2.2“确山打铁花”的短视频传播现状.42.2.1内容分类与受众偏好分析.42.2.2互动数据与用户参与度分析….52.2.3传播效果分析…6第3章“确山打铁花”短视频传播面临的问题与挑战.83.1短视频传播内容同质化严重，制作质量参差不齐….83.1.1“确山打铁花”短视频相关内容同质化严重….83.1.2“确山打铁花”短视频制作质量参差不齐.83.2短视频受众互动参与感低，缺乏持续的受众培养.83.2.】“确山打铁花”短视频受众互动参与感低93.2.2“确山打铁花”短视频缺乏持续的受众培养..93.3非遗文化内涵挖掘不足，传播内容片面.1033.1“确山打铁花”短视频非遗文化内涵挖掘不足103.3.2“确山打铁花”短视频传播内容片面.10第4章“确山打铁花”短视频传播问题原因分析.….114.1短视频传播内容创新缺乏动力.114.1.1“确山打铁花”短视频内容创作者能力欠缺.114.1.2“确山打铁花”短视频内容创新缺少驱动力.114.2短视频平台互动机制不完善..114.2.】平台缺乏有效监管124.2.2平台缺少互动参与度提升策略…124.3文化传播深度与广度具有局限性124.3.1缺乏“确山打铁花”短视频文化传播深度.…124.3.2缺乏“确山打铁花”短视频文化传播广度.13第5章非物质文化遗产短视频传播优化建议与策略.145.1深化内容创新，增强故事性.145.1.1提升“确山打铁花”短视频内容创新145.1.2增强“确山打铁花”短视频内容的故事性.145.2强化互动机制，提升受众参与度.155.2.1强化“确山打铁花”短视频互动机制.155.2.2加强“确山打铁花”短视频受众参与度.155.3拓展传播形式，实现多元化传播..155.3.】拓展“确山打铁花”短视频传播形式.155.3.2开展“确山打铁花”短视频多元化传播.16结论.…….17参考文献.18致谢…19附录.