Research On Spread Of Intangible Cultural Heritage On DouYin

Intangible cultural heritage(hereinafter referred to as "intangible cultural heritage")is an important part of the excellent traditional culture of the Chinese nation.Under the historical background of the new era,intangible cultural heritage should assume the cultural responsibility entrusted by the times and play a spiritual guiding role..However,for a long time,there have been a series of problems in the dissemination and development of intangible cultural heritage,which urgently need to be improved.At present,with the dual support of the Douyin platform and relevant departments,the intangible cultural heritage is showing a good dissemination trend,and the arrival of the new media era and the rise of the Dou Yin platform have provided a new "ecological environment" for the protection and dissemination of intangible cultural heritage,bringing unprecedented development opportunities to intangible cultural heritage,and expanding the scope of intangible cultural heritage dissemination.However,the entertainment trend and commercialization trend of the Douyin platform,and the dissemination of intangible cultural heritage are also facing difficulties.In this context,the dissemination of intangible cultural heritage is discussed.This article selects the Jun Porcelain culture in Dou Yin as a typical case of research on the dissemination of intangible cultural heritage.The author uses participatory observation method and online interview method to conduct a research on the Jun Porcelain culture on Dou Yin with the help of the "Fly Gua Data" platform.Investigate and research in detail.Sort out the dissemination of intangible cultural heritage and Jun Porcelain culture on the Dou Yin platform,and describe the dissemination advantages of Jun Porcelain culture on the platform,policies and itself.By sorting and classifying Jun porcelain accounts,it is analyzed that the head account team is highly professional in operation,and the live broadcast is highly commercialized.The middle and tail accounts have the characteristics of lack of high-quality content and slow updating.The main motivations for communication include the pursuit of traffic and economy.Benefit,recording and self-expression as well as satisfying interests and interpersonal interactions.Accounts present a situation of coexistence of multiple subjects,mainly including Jun Porcelain fans,Jun Porcelain enterprises,Jun Porcelain physical store operators,media companies,Jun Porcelain inheritors and live broadcast teams.However,due to the recommendation mechanism of the Dou Yin algorithm,the accounts are also polarized,and the Matthew effect is prominent.Based on the participation and observation of the research sample accounts,the video content is mainly divided into intangible cultural heritage production techniques,knowledge popularization,works display,successor stories and live broadcast previews,showing the characteristics of commercialization,homogeneity and simple narrative.With the help of the Fei Gua Data platform to depict audience portraits,Jun Porcelain account fans are mostly male groups in Henan and surrounding provinces,and their age is concentrated in 30-51 years old.After sorting out the likes,comments and reposts of videos from some accounts during the same period,the analysis shows that the interaction between accounts and fans is weak.The interaction is still determined by the quality of the video itself.Among them,the account "spokesperson" and the video update rate also play a role in varying degrees.Interactive behaviors have had varying degrees of influence on Jun Porcelain culture,Jun Porcelain industry,dissemination subjects,audiences and non-genetic inheritors,breaking space restrictions,realizing audience segmentation,and promoting the reproduction of Jun Porcelain cultural capital.secondly,the live broadcast of Jun Porcelain The goods not only promote the online and offline interaction of account communicators and fans,but also realize the realization of traffic and promote the development of the Jun Porcelain industry.Finally,the dissemination of Jun Porcelain videos has increased the excavation of non-genetic inheritors by some disseminators.Finally,in view of the current situation of the dissemination of Jun Porcelain culture on the Dou Yin platform mentioned in the previous article,it is analyzed that its main body of dissemination is UGC,resulting in a lack of professionalism.there are few high-quality content in the dissemination content,and the cultural attributes of intangible cultural heritage are difficult to interpret.It is weak and the communication effect is not good;although the top accounts use live broadcast to bring goods to bring benefits,but a large number of accounts lack effective use of the platform,and the commercial realization rate is low.In view of the problems in the main body of communication,communication content meeting and commercial realization,through the reference of the excellent experience of intangible cultural heritage dissemination activities on the Dou Yin platform,corresponding solutions are put forward,in order to promote the effect of intangible cultural heritage dissemination through the joint efforts of all walks of life.