Research On Short Video Communication Of Traditional Handicraft Under The Background Of Rural Revitalization

Under the background of rural revitalization,traditional handicrafts have ushered in new opportunities for development.The emergence of short videos has also brought new ways of communication for traditional handicrafts.More and more traditional handicrafts show their exquisite traditional handicrafts to the world with the help of short videos,and Chinese traditional culture can be better carried forward,inherited and developed.The enthusiasm,initiative and creativity of traditional craftsmen have also been fully mobilized in the short video communication,and their yearning for a better life has been transformed into the driving force to promote rural revitalization.At present,in the context of rural revitalization,it is necessary to have a clear understanding of the current situation of the dissemination of traditional crafts through short videos,and then analyze the characteristics of its dissemination,the shortcomings in the process of dissemination,and the methods and strategies adopted to adjust it are extremely important.This paper takes the graduation work "Small Carpenter in Mountain Village" as an example,through the research method of in-depth interview and the form of interview documentary,to understand how traditional handicrafts spread with the help of short videos,and how to solve the communication difficulties to help rural revitalization.At the same time,through literature analysis,the relevant development background and communication significance and value of the short video of traditional crafts are sorted out,and the status quo of its communication is analyzed.Combined with the "7W" communication mode of Richard Braddock in the communication theory,the characteristics of short video communication of traditional crafts are analyzed and summarized from seven aspects: transmitter,receiver,information,media,effect,situation and motivation.Then,from content production,technology,account operation,traffic realization and platform management,the short video communication of traditional crafts is explored.Finally,corresponding communication strategies are proposed in view of its shortcomings,which is conducive to better display of traditional handicraft skills,spread traditional Chinese culture and help rural revitalization.