Study On The Secondary Communication Of The "Intangible Cultural Heritage" Emei Martial Arts Video In The Douyin Platform

Intangible cultural heritage is an important component of China’s excellent traditional culture.Making it "live" and "fire" is crucial to enhancing the influence of Chinese culture.Emei martial arts originated in Sichuan and is known as "the world’s martial arts converge with Emei".Emei martial arts,which integrates Buddhism and Taoism,occupies an important position in China’s history and is included in the national intangible cultural heritage representative project list.This study will take the secondary dissemination of "intangible cultural heritage" Emei martial arts video as the research object,and use research methods such as questionnaire survey,literature analysis,and case analysis to deeply explore the current situation of secondary dissemination of Emei martial arts,communication channels,audience communication models,communication effects,and optimization paths.The author has watched nearly 800 secondary transmission videos related to Emei martial arts in Douyin as research samples.Firstly,the concept of "intangible heritage" Emei martial arts and its first dissemination and development process are reviewed.Secondly,through case analysis of the current situation,mode,and channels of secondary dissemination of Emei martial arts videos,this paper analyzes the secondary dissemination of "intangible cultural heritage" Emei martial arts videos from three dimensions of participation,interaction,and integration,and analyzes the forms of participation and presentation effects at different levels.Thirdly,it conducts an empirical study on the secondary communication effect of the "intangible cultural heritage" Emei martial arts video,analyzes the overall communication effect of the "intangible cultural heritage" Emei martial arts and Lingyun Douyin account feedback through data collection,and analyzes the communication effect of the secondary communication of this type of video from the three aspects of the audience’s cognition,attitude and behavior combined with the questionnaire data.Finally,the paper attempts to propose a feasible path to improve the secondary dissemination effect of "intangible heritage" Emei martial arts video.Research has found that secondary communication enhances the communication effect of "intangible heritage" Emei martial arts videos,and effective audience interaction has expanded the impact of secondary communication effects of Emei martial arts videos.In the all-media era,audiences participate in the secondary dissemination of "intangible cultural heritage" Emei martial arts videos through new media interaction.To improve the dissemination effect of intangible cultural heritage,it is necessary to construct new communication ideas and concepts,create a new batch of personalized images of Emei martial arts,promote the establishment of a collective emotional connection between martial arts and audiences,achieve the continuity of communication effects,meet the diverse emotions of audiences,and promote effective interaction between media platforms,Improve the secondary communication effect again.