Propagation And Practice Of Heyang Bread Flower Short Video Based On Coding And Decoding Theory

The diversified means of communication and narrative methods in the new media era have injected new vitality into the development,inheritance and dissemination of intangible cultural heritage.Many excellent cultural heritages represented by Heyang bread flowers have long been in a diminished situation with little voice and low sense of existence,giving people a stereotype of outdated and old school,and urgently in need of transformation and breakthroughs.The short video platform has become a new cultural dissemination outlet due to its advantages of lightweight dissemination,low entry barriers,and high attention.It also opens up a new broad world for the creative transformation and innovative dissemination of intangible cultural heritage.This topic focuses on the intangible cultural heritage noodle flower culture in Heyang County,Weinan City,Shaanxi Province,and 863 short videos of Heyang Heyang bread flowers released on the five short video platforms of Douyin,Kuaishou,Weishi,Watermelon Video and Pear Video The work(statistical time until November 2021)is the research object,combined with the encoding and decoding theory,to discuss and analyze the encoding main body,encoding form,circulation process,and decoding process of the above 863 short videos,and explore the hidden behind the appearance of the craze Potential problems and difficulties in the development of Heyang Bread Flowers Short Video.In the creative practice link,go deep into the field,through in-depth interviews,questionnaires,participatory observations and other methods to understand the development status,inheritance bottlenecks,and breakthrough points of Heyang Heyang bread flowers,and put forward the "short video+" of Heyang Heyang bread flowers.The creative form,and from four formal dimensions,namely "short video + visual infographic","short video + bilingual communication in Chinese and English","short video + pop culture symbol emoticon pack","short video + H5 communication",to help Heyang bread flowers New media communication.In terms of content structure,the full text is divided into three modules and five chapters according to the logical structure from theoretical research to practical creation,from field collection to creation output.The breakdown is as follows: Chapter One analyzes the main body,coding elements and coding form of Heyang Heyang bread flowers short video from the production process;Chapter Two analyzes the circulation channels,circulation content screening and circulation of Heyang Heyang bread flowers short video from the circulation process Content layout issues;Chapter Three analyzes the audience attitude,audience behavior and meaning interpretation of Heyang bread flowers r Duan video from the decoding process.The fourth chapter is to see the hidden problems in the dissemination of Heyang bread flowers short video.Chapter 5,with the help of professional skills,created four "short video +" original works tailored for Heyang bread flowers in response to the theoretical research and problem determination in the previous article.In terms of module division,the first module is a theoretical analysis module,including Chapter 1,Chapter 2,and Chapter 3.The three chapters follow the coding-circulationdecoding path;the second module is the summary and attribution module,with the first The four chapters are the main body,inherit the theoretical analysis of the first three chapters,and the creative practice of the fifth chapter;the third module is the creative practice module,with the fifth chapter as the core,it mainly implements the creative ideas of "short video +" and presents The creative practice process and results of graduation works are also the landing and implementation of the research conclusions of the first two modules.In summary,the production,circulation and audience reception of Heyang bread flowers short video works on the five short video platforms are consistent with the theoretical research on encoding and decoding.Although the cultural characteristics contained in the Heyang bread flowers culture can be presented in the coding,there are still problems such as homogenization and entertainment.In the process of circulation,affected by economy,culture,policy,platform value positioning and platform structure,etc.,the short video content of Heyang bread flowers is re-encoded.In decoding,due to the lack of professionalism of the main body of communication,the low innovation of the communication content,the single form of communication,and the lack of a common meaning space between the creator and the receiver,there is a deviation in the interpretation of the short video of Heyang bread flowers by the receiver.Therefore,in response to the problem of short video dissemination of Heyang bread flowers,it is necessary to strengthen the cultivation of the main body,improve the professionalism of content,create high-quality products,explore more innovative forms of "short video +" integration,and promote the high-quality dissemination of my country’s excellent traditional culture.