Interactive Ritual Communication Study Of Short Videoon Intangible Cultural Heritage

In recent years,China’s national power has become stronger and culture has received more attention.One of society’s current priorities is to promote the rejuvenation and dissemination of traditional culture and increase the protection of intangible cultural heritage(ICH).At the same time,the development of the short film industry and new media technologies open up new opportunities for the transmission and development of ICH.But the dissemination of intangible cultural heritage has cooled since the boom.The interactive behaviour of ICH short videos with users has tended to be homogeneous and less likely to produce the desired communication effect.Based on Randall Collins’ interactive ritual chain as a theoretical basis and short video clips of non-heritage culture on the oil-paper umbrella TikTok as a research object,as well as some video clips from three accounts of leaders in the field as research examples.In this study,content analysis,questionnaires and in-depth interviews are used to investigate the interactive behaviour of short videos about non-original oil paper and users.The main aim of the study has to investigate whether they can meet the conditions and outcomes of interactive ritual chain formation,and to analyse their interactive properties and the factors that influence the formation of interactive ritual chains.This article identifies four key elements of interactive ritual formation that characterize the interactive behavior of ICH oil-on-paper umbrella short video recordings with users.They are the co-presence of bodies in a virtual space,the use of three barriers to set limits on outsiders,the oil paper umbrellas and video characters becoming the focus of attention and sharing emotions together.It also has embodied its unique interactive features.which also act as stimuli for the formation of interactive rituals.With the starting conditions in place,the short interactive video ceremony of the oil paper umbrella culture has already had a positive effect.They are a way of forming a fixed group symbolic identity,generating a sense of like-minded empathy and morality,and generating temporary emotional energy.However,there also have different influences at various points in the formation of interactive rituals.These factors have been the key factors that have led to the unstable formation of the short interactive video ritual of the oil paper umbrella non-heritage culture.Accordingly,this paper has also proposed corresponding solutions.Accordingly,this paper has finally developed a complete short video interactive ritual chain model for the intangible cultural heritage of oil paper umbrellas.In summary,the short video of oil paper umbrella non-heritage culture and users use the internet as a medium.And through the users’ admiration and following of the image symbol of the communicator,the oil paper umbrella,and the empathetic exchange between users,an interactive ritual chain of short videos of oil paper umbrella ICH has been established.