Research On Mobile Short Video Dissemination Strategies For Intangible Cultural Heritage ——Taking The MCN Content Matrix Of "Fantastic Craftsmanship" Short Video As An Example

Mobile short video plays a certain role of social guidance and cultural inheritance in the new media environment.This article attempts to discuss the issue of mobile short video communication strategies for intangible cultural heritage.It mainly summarizes the strategies and successful experiences of intangible cultural heritage in mobile short video through case analysis,with a view to the protection,inheritance and innovation of intangible cultural heritage Useful exploration.According to the AiMedia report,as of December 2019,China’s mobile short video users reached 627 million,and continued to maintain the momentum of rapid growth.In 2020,mobile short video users are expected to reach 722 million.Mobile short video has become an outlet for the unlimited potential of the mobile Internet in recent years.With the thin dividend period,content competition has become a core element of the sustainable development of the mobile short video industry.As the industry’s development has matured and platform subsidies have been gradually reduced,AiMedia Consulting’s2015-2020 number analysis report on the number of Chinese MCN institutions pointed out that China’s mobile short video MCN institutions will exceed 14,500 in 2019,and it is predicted that it will exceed 28,000 in 2020.MCN is an innovative method for content production in the Internet age.It integrates with PGC content,platforms,advertisements,etc.to integrate short video content to ensure the continuous output of content and ultimately achieve stable commercial realization.This article selects the odd-art ingenuity MCN content matrix as a case,mainly because the odd-art ingenuity short video MCN is China ’s largest mobile short-video MCN that spreads non-legacy culture.Its composition and operation strategy provide a valuable reference for the operation of mobile short-video content Typical.In this article,through the exploration of the development status of non-legacy mobile short video,the focus is on the research of the stranger ingenuity MCN content matrix,the analysis of its communication strategy,to explore the stranger ingenuity MCN content matrix content production,multi-channel content distribution,vertical user operations and Commercial monetization and other four aspects of mining non-legacy mobile short video transmission strategies.The study believes that mobile short video transmission of intangible cultural heritage is feasible,and believes that mobile short video and non-genetic inheritancecan achieve mutual benefit and win-win and stimulate user creativity.At the same time,there is insufficient communication influence and narrow influence in the transmission process.To a certain extent,problems such as the effect of changing user behavior habits cannot be achieved.These deficiencies can rely on continuous innovation in technology to simultaneously realize the commercial value and social value of non-legacy mobile short video transmission.