Research On Symbol Presentation And Meaning Expression Of Short Video Of Dou Yin Traditional Craft

Dou Yin launched the "intangible cultural heritage partner" plan in 2019.Dou Yin is now China’s largest platform for the dissemination of intangible cultural heritage,based on the coverage of representative projects of national intangible cultural heritage(hereinafter referred to as "intangible cultural heritage")and the number of videos produced and played.Traditional craft is an important part of intangible cultural heritage.Short video platforms help to spread intangible cultural heritage.Traditional craftsmanship,as a cultural symbol,exhibits new features in meaning production as a result of the technical logic of short video and consumer culture.The primary meaning of traditional crafts as objects is also shifting toward the creation of symbols,the generation of new meanings and values,and the pursuit of a living inheritance through self-expression.The problem domain of the research is the propagation of traditional crafts in Dou Yin short videos,and it combines the intangible cultural heritage characteristics of traditional crafts to investigate the symbol presentation and meaning expression of traditional craft short videos.According to the list of inheritors of intangible cultural heritage with an annual income of one million released by Dou Yin in 2020 and the search results of the short video data monitoring tool Feigua Display,10 video accounts were identified,and 432 videos were sampled using content analysis and text analysis methods based on communication semiotics theory.Take it as a research sample,and sort and summarize the video account subject,video duration,video title,video theme,video type,and other elements to gain an understanding of the propagation characteristics of traditional techniques in Dou Yin short videos as a whole.By combing the videos,the semiotic analysis of signifier and signified is carried out on the symbolic picture of Dou Yin traditional craft short videos,that is,linguistic symbols and nonverbal symbols,with the help of text analysis method.It is found that various linguistic and non-linguistic symbols enhance the popularity of communication,highlight the highlights of communication,to convey the local culture,creation culture,craftsman spirit,handmade custom,cultural self-confidence and other significance.Craftsmen have expanded their subjectivity: hard to pass on but skilled,family and neighborhood relations are valued,graduate students return home to start businesses to lead villagers out of poverty and become rich,focusing on telling pet stories.On this basis,the meaning construction mode of symbolic text is discussed.The research found that the national narrative discourse of Dou Yin traditional craft short video changed to a multi-dimensional narrative style in the double axis operation of symbolic text,but there was also a "false choice".The combination of new and old symbols broadened the meaning of traditional craft and realized the transplantation of cultural significance;In terms of symbolic rhetoric,Dou Yin traditional craft short videos use the emotional metaphor of praying and blessing and the identity metaphor of craftsmen to express ideas,use the craftsmen’s self mockery and tragic verbal irony to win sympathy and support,and use animation,documentary and other text forms to splice and refer to the meaning,so as to spread and persuade the video viewers of the meaning.At the same time,the content mining tool ROST was used to conduct text analysis on the comments of the research samples,and summarized the characteristics of Dou Yin short video users’ interpretation of the meaning of traditional crafts as receivers: the theme of the comments was centered on "people,things and technology",and the emotional tendency of the comments was mainly positive,with emphasis on the same interpretation,compromise interpretation and reverse interpretation.As the main form of current traditional craft communication,Dou Yin short video has advantages in terms of multiple ideographic subjects,multimodality of symbols,sociability and connectivity of ideographic expressions,symbol consumption highlighting manual customization and cultural self-confidence,which provides more possibilities for breaking through the dilemma of traditional craft communication and inheritance.By comparing the encoding of video text with the decoding of users,we can find that there are three shortcomings in the symbol transmission process of Dou Yin traditional craft short video: the craftsman coding and user decoding are misaligned,and the symbol interaction needs to be improved;The visual and cultural characteristics of short videos emphasize image display,while the cultural connotation of traditional crafts is weakened;Artisans and MCN institutions deliberately cater to algorithmic rules and construct a homogenized means of meaning production.To reflect on these shortcomings,it is proposed to attach importance to user feedback on the dissemination of traditional processes,and establish a common explanation between artisans and users;Highlight the cultural distinctiveness of traditional craftsmanship,and uphold the concept of both Taoism and artifacts;Beware of the alienation of core symbols and pay attention to suggestions such as the dual continuation of "craftsmanship" and "memory".The purpose is to find the propagation rules of traditional crafts as cultural symbols in short videos,explore the dialogue mechanism between intangible cultural heritage and users,provide ideas for intangible cultural heritage represented by traditional crafts to achieve better communication effects in the new media environment,and promote the inheritance of intangible cultural heritage through the propagation of intangible cultural heritage through the discussion of the symbol presentation and meaning generation of traditional crafts in Dou Yin short videos.