Research On Consumption Of Intangible Cultural Heritage On Kuaishou Platform

Intangible cultural heritage occupies a pivotal position in my country’s history and culture,and its inheritance and development are of great practical significance to improving national cultural identity,enhancing national self-confidence,and building a culturally powerful country.Therefore,how to ensure the inheritance and development of intangible cultural heritage has become the top priority.However,the development of intangible cultural heritage is not smooth sailing,and it is faced with the difficulty of spreading and realizing the inheritance dilemma.With the rise of consumer society and cultural consumption,as well as the emergence of new media platforms such as short videos,new opportunities have emerged for the dissemination and realization of intangible cultural heritage,and the consumption of intangible cultural heritage is booming.This article selects the short video platform Kuaishou as the research object to study the consumption of intangible cultural heritage on the Kuaishou platform.This article uses the methods of literature analysis,participant observation,case analysis and questionnaire survey to study the consumption of intangible cultural heritage on the Kuaishou platform with cultural consumption as the theoretical basis.Starting from sorting out the dissemination and development of intangible cultural heritage on Kuaishou platform,it is proposed that the dissemination of intangible cultural heritage on Kuaishou platform drives consumption.Then,the consumption mode of intangible cultural heritage culture on Kuaishou platform is summarized,including consumption subjects,consumption motivations and consumption methods;the consumption of intangible cultural heritage culture on Kuaishou platform benefits from the construction of consumption scenarios,including platform-based consumption scenarios and immersive consumption.Scenes and daily consumption scenes,these consumption scenes promote the consumption of intangible cultural heritage on the Kuaishou platform;finally,the consumption value of the intangible cultural heritage culture on the Kuaishou platform is summarized from three aspects: cultural value,economic value,and social value,and reflect At present,there are problems in the consumption of intangible cultural heritage on the Kuaishou platform,and suggestions are made.Intangible cultural heritage culture has huge economic value.Studying the consumption of intangible cultural heritage culture on Kuaishou platform is of great practical significance for mining the economic value of intangible cultural heritage culture and promoting the inheritance and development of intangible cultural heritage culture.