Research On The Use Of Short Videos And The Identification Of The Presentation Forms Of Traditional Chinese Culture By Youth Groups

Since the Eighteenth National Congress of the Communist Party of China,the state has pushed the inheritance of traditional Chinese culture to a new historical height,and called for the spread of traditional culture and the promotion of national spirit in the new era in a way that the people like to hear.As the core of national culture,Chinese traditional culture has been passed down through thousands of years.It is not only the spiritual core of the Chinese nation,but also the cultural treasure of all mankind.As the main force of national social construction,youth groups armed their minds with culture and built cultural self-confidence is the only way to build a culturally powerful country.However,in the post-modern context,in the face of the strong impact of Western consumer culture and new information dissemination technology on the youth group,there is a sense of alienation between the traditional culture and the youth group,and the youth group has an identity risk to the Chinese traditional culture.It is imperative to explore the use of emerging media technologies and modern discourse expression strategies in traditional cultural communication.With the development of Internet technology,short video has set off a boom in China,which has brought new opportunities for inheriting Chinese traditional culture.As the only short video platform with more than 400 million daily active users in China,Douyin is actively exploring ways to promote traditional Chinese culture.What role does Douyin play in spreading traditional culture among young users? How can it lead the cultural identity of young users? They are all problems that need to be explored.This study is based on the theory of cultural identity and verifies the hypothesis through a social survey of Douyin young users.At the same time,the in-depth interview method was used to explore the deep-seated reasons behind the research problems,and a more detailed and in-depth analysis of the use of short videos by young people and the identification of traditional Chinese culture.The study found that compared with traditional cultural practices,young people’s traditional cultural cognition and cultural sentiment present a higher level.The frequency of using Douyin to contact short videos of traditional culture and the duration of using Douyin significantly affect the traditional Chinese cultural identity of the youth group.On the one hand,Douyin’s algorithm recommendation mechanism popularizes traditional cultural content to all audiences while strengthening the cultural identity of fans.On the other hand,due to the entertainment and social attributes of short video platforms,the proportion of practicing traditional culture is not high.Finally,this study puts forward corresponding suggestions from three angles: tailor-made discourse expression strategy,in-depth mining of traditional culture core and platform model innovation.