A Study On The Media Image Presentation Of Shaanxi’s Intangible Cultural Heritage In Short Video Platforms

Intangible cultural heritage(hereafter referred to as "ICH")has always been an important issue of concern to the whole world,but because of its old ways of transmission and dissemination,it is difficult to be seen and used by more people in the new era.The Shaanxi ICH-Xi’an Drumming,Chinese Paper Cutting and Chinese Shadow Painting-were selected in 2008,2009 and 2011 respectively to the UNESCO Representative List of the Intangible Cultural Heritage of Humanity,becoming the ICH items representing Shaanxi Province to the world.The rise of short video platforms has created a great opportunity for the dissemination of ICH.Under the new form of communication,China’s NRMs have entered the rapid communication environment of new media with the support of short-form video platforms.However,as the media image of NRM is reconstructed in the short video platform,some problems have arisen.This paper selects short videos related to Xi’an drumming,Chinese paper-cutting and Chinese shadow puppets from two major short video platforms,Shake Yin and Racer,as the research objects.The videos were stratified and analysed through their thematic values,operating subjects,video characters,title texts and screen content.Combined with the knowledge of media reproduction in the field of communication,the study investigates in depth what kind of media image the three types of national non-foreign heritage present when combined with the new technology of short video.This study provides a reference for the better use of the short video platform to construct the media images of Shaanxi’s NRMs in the new era.Based on the theory of media reproduction,this study attempts to answer the question of what kind of media images are presented by Xi’an drum music,Chinese paper-cutting and Chinese shadow puppets in the short video platform,and what problems exist in their constructed images.The integrated analysis reveals that the two short video platforms have jointly constructed a media image of NRM with a full range of video themes,multi-dimensional picture presentation and multiple operating subjects.In the process of analysis,it is found that there are a variety of video genres,mainly interpretative performances and news reports,with positive value orientation;video titles are multiple and the characters are relevant to the content;the forms of expression are realistic and natural,with thousands of faces;and the operating subjects are comprehensive,with the identities of the creators ranging from official to personal.Finally,we discuss the common problems and future development challenges encountered by the research subjects in the process of using short video communication tools to construct media images,and integrate better communication paths that can inspire other intangible cultural heritage in Shaanxi province to construct media images in short video platforms,with a view to better adapting intangible cultural heritage to the short video scene built in the Internet era.