音乐类非遗短视频传播策略探究-《集美大学学报》（哲社版）

文章信息/Info

Title:: On Short Video Communication Strategies for Music Intangible Cultural Heritage

Author(s):: CUI Yajing; (School of Music,Jimei University,Xiamen 361021,China)

Keywords:: music intangible cultural heritage; intangible heritage of musical culture; short video; communication strategy

摘要:: 合理利用短视频媒介开展非遗音乐文化传播，可以提升音乐类非物质文化遗产的曝光率和关注度，促进音乐类非物质文化遗产的传承与保护。音乐类非物质文化遗产短视频传播具有碎片化传播迎合用户阅读偏好、裂变式传播迅速覆盖用户范围、参与式传播强化沉浸式体验感、精准化传播满足受众个性需求、互补式传播收获众多年轻粉丝的特征，在非遗音乐文化短视频传播过程中应规范公众在场秩序、培养传播主体素养、优化非遗传播内容、创新文化传播方式，从而使音乐类非物质文化遗产得以广泛传播。

Abstract:: A reasonable use of short video media to disseminate of intangible heritage of musical culture can improve the exposure of,attention to,and protection of music intangible cultural heritage.The short video communication of music intangible cultural heritage has the characteristics of being “fragmented” by catering to users’ reading preferences,“fissile” by quickly covering users,“participatory” by strengthening the sense of immersion experience,“targeted” by meeting the individual needs of the audience,and “complementary” by winning many young fans.Short video communication of intangible heritage of musical culture involves regulating the public presence order,cultivating the quality of the communication subject,optimizing the communication content of intangible cultural heritage and innovating the mode of cultural communication,so as to widely spread the music intangible cultural heritage.