Research On The Strategy Of Intangible Cultural Heritage Short Video From The Perspective Of Cultural Memory

Jan Assmann believes cultural memory is the memory that consolidates and spreads the collective image and makes the members of the collective identify with it.The intangible cultural heritage is a kind of cultural memory.However,on one hand,the past research seldom considered the "memory" attribute of cultural heritage,and mostly adopted the method of case study.On the other hand,memory research has focused on how the media changes the memory structure for a long time.Therefore,what characteristics and strategies of the emerging media,short video,in presenting and inheriting cultural memory,are the topics that need to be discussed at present.Based on the data statistics and quantitative analysis software SPSS26.0,the content analysis of the first 300 short videos of Tiktok "ICH" and "Intangible Cultural Heritage" topics after removing irrelevant samples from July 1,2022 to November 30,2022 was carried out.From the existing research,it is widely known that short video has the advantages of lightweight,vertical screen picture,two-way communication,as well as the highlights of increasing the amount of information carried by the media through titles,shopping links and positioning;The analysis results of the sample also confirmed that the short video,as a memory carrier,also reflected the above characteristics.In terms of reproducing and activating of cultural memory,the short video images of intangible cultural heritage show that multiple subjects participate in memory producing,and memory power flows to the public.The traditional techniques and arts are the main categories of intangible cultural heritage in the short videos.The authenticity of daily life is revealed in the theme of display and in the form of live photography;In the media dimension,the amplified local body symbol,the focused object symbol,the fixed single scene symbol,and the text symbol composed of title and subtitles are the essential visual symbols,while the soundtrack of folk music elements and the real and vivid simultaneous voice and commentary narration constitute the vital auditory symbols;In terms of time dimension,the time span and time direction of cultural memory are reflected through text description,and short videos reinterpret the "past" in the "present" frame.From the perspective of cultural memory,has the functional value of providing identification and legitimacy for the present.But the short videos of intangible cultural heritage has the following problems: visual wonders created by the platform,can lead to aesthetic fatigue;the publisher lacks professional knowledge and the names of intangible cultural heritage are unclear,including replacing "intangible" with "tangible",replacing "species concept" with "generic concept" and replacing "whole" with "part",which may cause the audience have the wrong concept of the intangible cultural heritage;there is a significant gender gap in the use of inheritor symbols;the weak media strength,insufficient media volume,the single reporting theme and form,the weak awareness of intellectual property protection,and lack of in-depth interaction with the audience need to improve;the essence of audience watching short videos of intangible cultural heritage is to consume cultural symbols,and their recognition of intangible cultural heritage is superficial.Finally,the article puts forward suggestions from four perspectives: platform,news media,inheritors and government.