Research On The Communication Effect Of Short Video On Intangible Cultural Heritage By Tik Tok

Mobile short video has become the content consumption channel that more and more people choose today,and Tik Tok,as a mobile short video app launched by Byte Dance,has become the most popular and most promising short video application platform.At the same time,Tik Tok short video is also becoming an important medium for inheriting and spreading non-legacy culture.Compared with the non-legacy documentary used to spread the non-legacy culture,the Tik Tok short video can effectively use people’s fragmented time,so that users can brush the video anytime and anywhere without being limited by time and space.Tremolo has made great progress in promoting the spread of non-legacy culture.However,there is currently a voice of opposition in the industry.Some scholars believe that the popularization of Tik Tok not only does not help the spread and development of non-legacy culture,it may even accelerate the subculture tendency of non-legacy culture,making it difficult to distinguish non-legacy culture from modern culture.In order to explore this issue,this article starts with the analysis of the current status of the transmission of non-legacy cultural short videos,and on the basis of elaborating the characteristics and significance of the transmission of non-legacy cultural short videos,analyzes the necessity of spreading non-legacy culture in the form of short videos Sex.Through questionnaire surveys and in-depth interviews,understand the public’s attitudes,opinions and suggestions on the short video of Tik Tok’s non-legacy culture,and then analyze the results of the questionnaire from three levels of communication effects,namely user perception and attitude 3.Conduct behavior research on the short video + non-legacy culture.The following conclusions are drawn: The Tik Tok platform has become a new frontier for promoting the non-legacy culture,and the non-legacy culture has also injected new development vitality into the Tik Tok platform.Finally,combining the previous research results,the interviewees’ suggestions in the in-depth interviews,and the analysis of the current status and effect of the non-legacy cultural short video dissemination,this paper proposes the corresponding optimization strategy for the non-legacy cultural short video dissemination.