The Dilemma And Breakthrough Of Short Video Communication Of Traditional Handicraft

Chinese traditional handicrafts continue to extend the context of the Chinese nation with its unique form and connotation.It is of great significance and value to protect,inherit and develop traditional handicrafts.Since the Eighteenth National Congress of the Communist Party of China,a series of policies to guide and promote the development of traditional handicrafts have been issued.The inheritance and development of culture are inseparable from communication.How to adapt the traditional handicraft culture to the new communication environment and adjust the communication strategy as people's consumption tastes and habits change is a question worth thinking about.The diversification of current communication channels,especially the rise of short videos,provides new channels and methods for the spread of traditional crafts.Concerned about the difficulties faced by traditional handicraft short video communication,it is becoming more and more important to strive to break through the difficulties.This research is based on the theory of communication and focuses on the spread of traditional handicrafts on short video platforms.It explores how traditional handicrafts can get rid of the current difficulties,better promote the cultural communication effect through short videos,and activate,reproduce and promote traditional handicrafts.Cultural heritage.The introduction part introduces the research purpose and significance of the selected topic based on the current background,defines related concepts,and summarizes the research literature on the short video transmission of traditional crafts.The first chapter combines the dual attributes of culture from both horizontal and vertical aspects,reveals the development law of traditional handicrafts,discusses the evolution of traditional handicrafts,the form of communication,the meaning of communication and the dilemma of communication,focusingon how to build in the new era It belongs to the new era of craft culture and new requirements for the revitalization of traditional Chinese crafts.The second chapter reviews the development process of traditional handicrafts through short video transmission,focuses on the application of short video in traditional handicraft culture communication,explores the relationship between the two,and divides them according to the short video transmission platform and production content,and Analysis of communication characteristics.The third chapter combines the data obtained from the questionnaire survey and proposes that there are four problems in the short video transmission process: traditional handicrafts lack cultural inheritance,lack of marketization and industrialization development;most short video production is too simple and repetitive,Lack of reasonable expression,complete production process and accurate verbal explanation;lack of integration with life background,unable to connect traditional handicraft with life and culture.On this basis,combined with typical cases to discuss the lack of professionalism and lack of management of the communication subject faced by traditional handicraft short video communication,the homogenization of the communication content is serious and the form is single,the communication form makes the cultural attributes difficult to interpret,and the communication effect The "Matthew Effect" often highlights the dilemma and causes,and horizontally sorts out the current performance of traditional handicraft short video transmission,and further explains its internal roots and impact from the four dimensions of main body,duration,content,and effect.Chapter 4combines the characteristics of the new media era and the cultural communication characteristics of traditional handicrafts to explore how to use the short video and new media platforms to better carry out cultural communication based on the aforementioned problems and root causes,and from the cultural positioning,communication form,communication ability and market vitality And other aspects to propose corresponding optimization paths.With the development of mobile Internet and self-media,traditional handicrafts will inevitably usher in a period of opportunities that are worth looking forward to.Especially inthe aspect of short video communication,traditional handicrafts have found a more effective and reasonable way of cultural communication after preliminary integration and exploration.If they can break through the current bottleneck and effectively optimize their communication paths,it will inevitably lead to better inheritance of traditional handicrafts And development to contribute to its prosperity.