共情視域下的抖音非遺短視頻傳播研究──以簪花為例

Research on the communication of Douyin Intangible cultural heritage short video from the perspective of empathy -- Take hairdressing flowers as an example

譚佳冰

《區域與文化研究》 5卷4期 (2024/12) Pp. 92-105

摘要

抖音簪花非遺短視頻通過共情傳播增強觀眾對非遺文化的理解和認同，增強情感共鳴，促進非遺文化的傳承與創新。目前對簪花非遺借短視頻傳播的研究較少，本研究基於共情理論，採用個案研究和內容分析的方法，以簪花為例，利用“八爪魚”在抖音抓取視頻樣本，分析簪花非遺短視頻的共情傳播機制，一是在情緒感染上通過聲畫效果與舒緩節奏來營造意境；二是在觀點采擇上通過挖掘文化內涵與引入爭議性話題來增強文化認同；三是在行為共情上通過線上互動參與和線下行為引導實現共情。

關鍵字

非遺短視頻 ； 共情理論 ； 抖音 ； 簪花

並列摘要

The short video of Douyin Hair-flower intangible cultural heritage can enhance the audience's understanding and identification of intangible cultural heritage through empathic communication, enhance emotional resonance, and promote the inheritance and innovation of intangible cultural heritage. At present, there are few researches on the dissemination of short videos of hair-wearing flowers. Based on the theory of empathy, this study adopts the method of case study and content analysis. Taking hair-wearing flowers as an example, it uses "Octopusfish" to capture video samples in Douyin to analyze the mechanism of empathic dissemination of short videos of hair-wearing flowers. The first is to create artistic conception through sound and painting effect and soothing rhythm on emotional infection; The second is to enhance cultural identity by mining cultural connotation and introducing controversial topics in the selection of views; The third is to realize empathy through online interaction participation and offline behavior guidance in behavioral empathy.

並列關鍵字

Non-heritage short video ； Empathy theory ； Douyin ； Head-pinned flowers