Research On Xi’an Drum Short Video Communication On Tik Tok Platform

Xi ’an Drum Music,a world intangible cultural heritage,is a large-scale folk music that has been circulating in Xi ’an(ancient Chang ’an)and surrounding areas for thousands of years.It originated in the Sui and Tang dynasties and has gone through Song,Yuan,Ming and Qing dynasties.It combines many elements of Chinese traditional music,such as spectrum,instrument,law,tune,tune,word and music structure.It is an important relic of ancient Chinese music and is known as China ’s " living fossil of ancient music." With the changes of the times,Xi ’an drum music is facing the dilemma of loss and inheritance.As the most influential short video application platform in China,Tik Tok ’s UGC content production mode and algorithm recommendation mechanism,especially the ’ Intangible Cultural Heritage Partner ’ plan launched in 2019,provide a new communication platform and development opportunity for intangible cultural heritage culture such as Xi ’an drum music.Therefore,Xi ’an drum music short video in Tik Tok platform is selected as the research sample.Through the analysis of communication theme,communication content,user group and communication effect,the development status,existing problems and countermeasures are explored.Based on the data of ’ Xin Dou ’,’ Dou Cha Cha ’ and other platforms,this paper uses content analysis method to analyze the number,scale,communication subject,content theme and expression form of Xi ’an drum music short video on Tik Tok platform.It is found that Tik Tok platform enhances the diversity of Xi ’an drum music presentation with different video sources,and shows the value of Xi ’an drum music culture with rich and diverse video content.Through data mining,the text analysis of more than 2000 user comments in the short video of Xi ’an drum music on the Tik Tok platform is carried out,and it is concluded that the user comment text focuses on positive words such as ’ Datang ’ and ’ culture ’.Most of the audience recognize the value of the intangible cultural heritage of Xi ’an drum music and agree with the content of Xi ’an drum music short video with a positive attitude.The spread of the platform not only shows the rich and colorful Xi ’an drum music culture,but also lays a foundation for the improvement of its communication power.Through the questionnaire survey of the user group,it is found that the short video of Xi ’an drum music on the Tik Tok platform also faces many problems,such as the lack of professionalism of the communication subject,the difficulty of balancing the modernity and tradition of the video content,and the low music quality of the audience.Finally,from the aspects of ’ cultivating professional inheritors and disseminators ’,’ innovating based on traditional music culture ’,’improving the music literacy of the audience and improving the aesthetic level ’,this paper puts forward some suggestions for the short video communication of Xi ’an drum music on the Tik Tok platform,and provides some thoughts for the sustainable development of Xi ’an drum music.