潮汕英歌舞在抖音短视频平台的文化传播研究

A Study on the Cultural Communication of Chaoshan Yingge Dance on the Douyin Short Video Platform

摘要

在数字文化传播背景下，国家级非物质文化遗产潮汕英歌舞借助抖音平台突破传统地域传播局限，成为非遗数字化传播的典型实践案例。本文基于参与式文化理论，采用混合研究方法展开分析，最终梳理出潮汕英歌舞在抖音的传播特征与文化解读困境，并提出针对性优化路径。研究发现，其传播呈现“民间力量主导传播、视觉元素优先呈现、文化内涵阐释薄弱”的核心特征，同时存在用户文化知识认知模糊、文化意义理解浅层、主动传播意愿不足的问题，可为其他非物质文化遗产的数字化传承提供参考。

Abstract

In the context of digital cultural communication, Chaoshan Yingge Dance, a national-level intangible cultural heritage, has broken through the limitations of traditional regional communication with the help of the Douyin platform, becoming a typical practical case of digital communication of intangible cultural heritage. Based on the theory of participatory culture, this paper conducts an analysis using a mixed research method, and finally sorts out the communication characteristics and cultural interpretation dilemmas of Chaoshan Yingge Dance on Douyin, and proposes targeted optimization paths. The study finds that its communication presents the core characteristics of “folk forces leading communication, visual elements prioritized for presentation, and weak interpretation of cultural connotations”. At the same time, there are problems such as users’ vague 认知 of cultural knowledge, shallow understanding of cultural significance, and insufficient willingness to actively communicate, which can provide references for the digital inheritance of other intangible cultural heritages.

关键词

潮汕英歌舞 / 抖音 / 非物质文化遗产 / 数字化传播 / 文化传播

Key words

Chaoshan Yingge Dance / Douyin / Intangible Cultural Heritage / Digital Communication / Cultural Communication

参考文献

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