Research On Intangible Cultural Heritage Communication Activities On Kuaishou Short Video Platform

As a vital part of traditional culture,intangible cultural heritage plays an important role in the enhancing people's cultural identity and sense of belonging.China has always been famous for its rich cultural resources,but in recent years,the protection of intangible cultural Heritage has faced some problems and challenges.First of all,the traditional way to inherit intangible cultural heritage mainly relies on the word of mouth among people in rural areas.With the acceleration of industrialization and urbanization in China,people are moving into cities,as a result,there will be fewer intangible cultural heritage inheritor.Secondly,globalization help introduces Western culture to China,and squeezes the space for the dissemination of Chinese traditional culture.The popularization of mobile intelligent terminals,the emergence of short video platforms and the beginning of 5G commercial era provide a new communication environment for the dissemination and inheritance of intangible cultural Heritage.This dissertation takes Kuaishou Short video platform as the object of case study,takes Henan Opera as a typical case of intangible cultural Heritage in China,and conduct a research on the interactive communication activities of intangible cultural Heritage on Kuaishou platform.Kuaishou platform has developed rapidly and occupies an important position in China's short video market.The interactive communication activities related to intangible cultural Heritage and Henan opera on the Kuaishou platform are flourishing.Specifically,there are a large number of intangible Cultural Heritage and Henan opera disseminators,with high enthusiasm for content production and dissemination.As a communication channel,Kuaishou platform break the previous elites-core communication history.In order to reduce the influence of algorithmic recommendation mechanism to users,the platform tries to break information receiving boundary of users.Henan opera disseminators on kuaishou platform mainly includes three categories,which are actors of traditional Henan opera,students of opera colleges and amateur lovers of Henan opera.People's cognitive and practical activities all have their psychological basis.The psychological motivations of intangible cultural Heritage disseminators on the Kuaishou platform mainly include seeking for social communication,gaining respect from others and realizing self-value.The content of intangible cultural Heritage on The Kuaishou platform have three categories.First,recording and publishing the content of traditional offline performances,which can help expanding the dissemination of intangible cultural Heritage both in space and time scope.Second,taking Kuaishou platform as a stage to produce and disseminate intangible cultural Heritage content,which can help form in-depth interaction between users.The third category is to transfer the background content of traditional intangible cultural Heritage performance to the foreground area of Kuaishou platform,which can shorten the psychological distance between users.From the perspective of interactive ritual chain theory,this study found that kuaishou platform has the four basic elements of interactive rituals.First,the platform creates a virtual physical presence for users.Second,both the platform's algorithms and users can set limits to outsiders.Third,the platform can create a common focus for users;Fourth,as a social platform,Kuaishou allows users to share common emotions.On the basis of these elements,the intangible cultural Heritage communication activities on Kuaishou platform will produce positive effects.First,it can produce long-term and stable emotional energy between users.Second,it can build mutual trust among users.Finally,it can produce group solidarity.This study also found that not all the participants could build successful interactive rituals,participants will gain different emotional energy according to their distance from the core of the ritual.The Kuaishou platform plays a positive role in the protection of intangible cultural Heritage.First,it can attract users' attention to the intangible cultural Heritage.Second,it can arouse users' interest in intangible cultural Heritage.Finally,it can be regarded as a mobile database of intangible cultural Heritage.There are also some problems in the intangible cultural Heritage communication activities on Kuaishou platform.How to help the elderly inheritors use the platform;how to provide users with economic and emotional benefits and how to take measures to make up for the simplicity and incompleteness of short video content are worth thinking over.