Research On Short Video Communication Of Traditional Crafts Based On Douyin Platform

Since the 1990s,the widespread use of the Internet has not only profoundly promoted social and cultural changes,but also changed the way people work and live.In recent years,mobile short video,which is popular on the Internet,has become the daily expression of Internet users.As an important part of China's intangible cultural heritage,traditional handicrafts are facing the dilemma of spreading and inheriting.Since the ecological rectification of the short video network in 2018,the traditional craft,as an excellent traditional Chinese culture,has regained public attention with the help of the new communication mode of short video.On "Tik Tok" mobile short video APP(hereinafter referred to as "Tik Tok"),which is currently attracting much attention in the field of mobile short video,the transmission and inheritance of traditional techniques present a vivid situation.In addition,the current academic circle pays less attention to the dissemination of traditional craft in new media.Based on this,the author takes Tik Tok as the research object and conducts a specific analysis on the spread of traditional technology on Tik Tok short video platform.From the perspective of journalism and communication,this paper takes "Tik Tok" short video platform as an example,selects 10 traditional process short video production subjects and 191 videos released during the two-month period of November 1,solstice and December 31,2020 as research samples,and adopts text and discourse analysis and observation method.This paper focuses on the dissemination of short video of traditional craft and the interaction between production subjects and fans.This paper is divided into five parts:The first part,the introduction,describes the research background,research significance,research status,research sample selection and research methods,introduces the relevant research on the communication of traditional technology in the new media era,and uses "traditional technology video" and "Tik Tok short video" as the key words to complete the relevant literature review.The second part defines the concept of "traditional process short video",describes the development process,content and characteristics of"traditional process short video",and concludes that the video types of"traditional process short video" can be divided into three categories:daily record,process documentary and art display.And presents the narrative is simple,feature prominent,the theme is concentrated and so on.In the third part,the author of the short video of traditional craft empowers the "ductility" of traditional craft propagation by virtue of rich imagination and powerful productivity.Short video platform creation low threshold,short and smooth transmission mode,algorithm recommendation mechanism to help the original in the inherent circle of traditional technology dissemination "out of the circle";Fans of the short video platform promote the "realization" of traditional techniques on the"We Media" platform based on their emotional needs and cultural imagination.Further analyze the interaction motivation among creators,platforms and fans of "Short Video of Traditional Craft".The fourth part focuses on explaining the problems existing in the short video platform communication of creators of "traditional craft short video",such as delayed content update,low communication interaction efficiency,simple video production,insufficient content influence,similar visual discourse,and lack of video innovation.The fifth part,based on the problems existing in the short video platform communication and fan interaction of the creators of "traditional craft short video",puts forward specific optimization paths,including artisans should start from the production,communication and account operation of traditional craft content;Short video platform should take the initiative to activate the content of traditional craft and industrial vitality.