模因論視閾下抖音國風類變裝短視頻的創作和傳播路徑探析

Analysis on the Creation and Transmission Path of Tiktok National Style Cross dressing Short Video from the Perspective of Memetics

林曉燕 ； 汪曙華

《傳播前沿》 4卷3期 (2023/12) Pp. 12-21

摘要

研究問題：探討模因論視閾下抖音國風類變裝短視頻的創作和傳播路徑。目的：對抖音國風類變裝短視頻的創作和傳播進行探討並分析其動因。方法：文獻分析法。發現：隨著短視頻的爆火，與中國傳統文化相關的短視頻在抖音短視頻平臺得以廣泛傳播。從模因理論的角度出發，對國風變裝短視頻的創作和傳播過程中的特徵以及傳播的動因進行分析，可以得出：國風類變裝短視頻作為模因，其傳播過程存在著同化、記憶、表達和傳輸四個階段；其傳播主體參與模因創作體驗數字狂歡，文化模因構建情感連接，技術平臺賦能受眾參與模因的複製和創作。

關鍵字

模因理論 ； 變裝視頻 ； 傳統文化 ； 抖音短視頻

並列摘要

Research question: Explore the creation and transmission path of Tiktok national style cross dressing short videos from the perspective of memetics. Purpose: To explore the creation and dissemination of Tiktok national style cross dressing short videos and analyze their motivations. Method: Literature analysis method. Discovery: With the explosion of short videos, short videos related to Chinese traditional culture have been widely spread on the Tiktok short video platform. From the perspective of meme theory, this paper analyzes the characteristics and dissemination motivations of short videos of Chinese style cross dressing, and concludes that as memes, the dissemination process of short videos of Chinese style cross dressing involves four stages: assimilation, memory, expression, and transmission; Its dissemination subject participates in meme creation and experiences digital carnival, cultural memes construct emotional connections, and technological platforms empower audiences to participate in meme replication and creation.

並列關鍵字

meme theory ； Cross dressing videos ； Traditional culture ； Tiktok short video