Research On The Communication Strategy Of Quanzhou Intangible Cultural Heritage Short Video Based On SIPS Model

Intangible cultural heritage(hereinafter referred to as intangible cultural heritage)carries the historical context of regional development and the living memory of traditional culture.Inheriting Quanzhou intangible cultural heritage is an important measure to enhance the confidence of southern Fujian culture,stimulate the cultural potential of southern Fujian,and dig the essence of southern Fujian culture.In this study,the content analysis method was used to extract a total of 350 short video samples from Tik Tok and Kuaishou,to analyze the content of the extracted samples from the dimensions of content theme,shooting mode,video interaction,comments and reply.Based on the analysis results,this study finds that the short video of Quanzhou intangible cultural heritage has the advantages of rich themes,high popularity and reduced decrease,and at the same time,there are four problems,such as single shooting form and insufficient brand awareness.In order to further analyze the reasons behind the current situation,this study used the in-depth interview method,and selected 20 interviewees,including non-genetic inheritors,staff of short video operators,we-media professionals and short video users,to conduct in-depth interviews.Based on the interview results,this study summarizes the reasons behind the current situation of short videos of five Quanzhou intangible cultural heritage brands,such as numerous intangible cultural heritage projects and lack of experience of communicators.For the existing problems,In this study,combining the SIPS model proposed by Dentsu in Japan,Centering on "resonance","confirmation","participation" and "sharing and diffusion",Put forward the short video communication strategy of Quanzhou intangible cultural heritage: with innovative shooting form,theme close to life,mining emotional touch points,setting interesting titles and relying on hot events to trigger "resonance";Build a "confirmation" by setting up distinct characters,selecting opinion leaders and insisting on regular updates;Set up interactive elements,maintain efficient responses,establish online communities,and organize offline activities to ensure "participation";Forward incentive mechanism,cross-border innovation interpretation,multi-platform distribution and the use of advanced technologies to achieve "sharing and diffusion".Finally,we should use the questionnaire survey method.Based on the four stages,relevant items were designed,650 questionnaires were released and collected,and the data were quantitatively analyzed with the help of SPSS statistical tools,it was concluded that from the analysis of the degree of user difference,there was no significant difference between gender and education level and the four stage strategies.Age,viewing frequency and viewing length produced obvious differences between the four-stage strategies.From the perspective of the degree of recognition of relevant strategies by the respondents,the mean degree of recognition of the four stage strategies was greater than 3,indicating that the degree of recognition by the respondents was generally high.From the level of correlation analysis,there is a significant positive correlation in the four stages.After controlling for participating behavior,the direct effects of resonant behavior on dependent variable sharing and dispersal behavior was still significant.Resonant behavior indirectly affects the respondent’s sharing and diffusion behavior through the partial mediation effect of participating behavior.In the process of having a positive impact on shared and diffusive behavior,it confirms that behavior has a regulatory effect and has a negative regulatory effect.The effects of resonance behavior,confirmed behavior,and participation behaviors on shared and diffusion behavior were all significant and positive.After the addition of the interaction term,the influence relationship of resonance behavior was enhanced,arguing that the confirmation behavior plays a negative regulatory role in the influence relationship of resonance behavior on sharing and diffusion behavior.From the level of the mediation effect test,the mediation effect of the four stages is significant.From the regulated mediating effects,it is behavior as the mediating variable during the influence of resonant behavior on shared and diffusive behaviors.