Research On Influencing Factors Of Public Participation In Intangible Cultural Heritage Short Video

Intangible Cultural Heritage(ICH)belongs to public cultural resources.As an important part of China’s excellent traditional culture,the government attaches importance to the protection and development of ICH.In recent years,the government has achieved certain work results in the protection and development of ICH by establishing provincial and municipal ICH protection centres,improving the NRM protection list system,setting up ICH ecological reserves,launching ICH digitisation work and establishing relevant ICH websites.However,in terms of the nature of ICH,the key point for its protection and development is people.Some scholars have proposed the concept of "living heritage",which means that the protection and development of ICH should respect should respect the modern social development environment,so as to adapt to the present and continue to live on.At present,communication and Internet technologies are rapidly spreading,and short video platforms are rapidly developing,providing a huge user base for the conservation and development of ICH.Short video platform has become an important channel for the public to participate in ICH.The public usually actively participates in ICH by liking,commenting,collecting and re-posting,and actively expressing their demands.ICH short videos help to re-root ICH among the public and enable them to take off once again.Based on the data collection and relevant literature,the thesis sorts out the concept of ICH short videos and public participation,and finds that ICH short videos and public participation on social media platforms have received widespread attention,but less attention has been paid to the influencing factors of public participation in ICH short videos.Therefore,the thesis selects 600 videos from the Tiktok as research samples,and by observing ICH short videos on the Tictok and analyzing the influencing factors of public participation on the social media platform as proposed by some scholars,we analyzed the factors of public participation on the social media platform from "short video title",short video form Eight indicators were extracted from four dimensions:"short video title","short video format","short video account",and "short video account",to construct a model of the factors influencing public participation in ICH short videos.A multiple regression analysis was conducted using the number of likes,comments,favorites and retweets of non-heritage short videos as the dependent variables.The study found that in terms of discourse style,compared with ICH short video with discourse title style of "written" and "internet buzzword",the discourse Title style of "oral language’"has a certain positive impact on the collection of ICH short videos.As far as video explanation is concerned,"video explanation" has a significant negative impact on the number of likes and comments of ICH short videos.In terms of video duration,video longer than 60 seconds has a certain positive impact on the number of likes,comments and forwarding of ICH short videos.In terms of activity,replying to comments have a positive impact on the number of comments on ICH short videos.In terms of account subject attributes,compared with government accounts and other accounts,intangible cultural heritage inheritors have a significant positive impact on the number of likes and comments of ICH short videos.Based on the above research findings,the thesis proposes countermeasures to improve public participation in ICH short videos.To improve public participation in ICH short videos,the advantages of inheritors should be given full play and resources should be integrated;the production methods of ICH short videos need to be diversified and focus on video quality;the creators of ICH short videos need the public to establish effective interaction and increase user stickiness.At the same time,it is necessary to dig deeper into the collective memory and make the communication content close to people’s lives.