二稿非遗类短视频的体验式传播效果研究——以博主“南翔不爱吃饭”为例.doc

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非遗类短视频的体验式传播效果研究——以博主“南翔不爱吃饭”为例

摘要

非物质文化遗产作为中华优秀传统文化的关键承载形式，在国家给予重视以及数字化技术不断发展的情形下，除了传统媒体对非遗文化展开的传播之外，借助短视频与非遗文化相互结合的方式，为非遗传播开拓了全新的途径，非遗类短视频广泛发展在推动中华传统文化进程里有着意义，拓展了非遗文化的传播范围，还提高了受众对非遗文化的认识程度。

在非遗类短视频范畴内，“南翔不爱吃饭”身为现象级的内容创作者，其全网粉丝数量接近4000万，并且单条视频的点赞量可达到百万之多，在他所创作的非遗类短视频里，体验式传播表现得格外较大，体验式传播着重突出受众的参与感以及沉浸感，于非遗类短视频领域，创作者需要以“深度参与者”的身份融入其中，借助多种策略来强化用户的沉浸感以及参与度。本文会从文化叙事、符号设计以及用户共创这几个方面展开详细的剖析与探讨，探寻出更适宜非遗类短视频体验式传播的效果优化方式。

关键词：非遗类短视频；体验式传播；南翔不爱吃饭；文化叙事；符号设计；用户共创

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ABSTRACT

Intangibleculturalheritage,asthekeybearerofoutstandingtraditionalChineseculture,hasbeengivengreatattentionbythestateandwiththecontinuousdevelopmentofdigitaltechnology.Inadditiontothedisseminationofintangibleculturalheritagebytraditionalmedia,thecombinationofshortvideoandintangibleculturalheritagehasopenedupanewwayforthedisseminationofintangibleculturalheritage.TheextensivedevelopmentofintangibleculturalheritageshortvideoshassignificanceinpromotingtheprocessoftraditionalChineseculture,expandingthedisseminationscopeofintangibleculturalheritage,andimprovingtheaudiencesunderstandingofintangibleculturalheritage.

Inthecategoryofintangibleculturalheritageshortvideos,asaphenomenalcontentcreator,Nanxiangdoesnotliketoeathasnearly40millionfansonthewholenetwork,andthenumberoflikesofasinglevideocanreachonemillion.Intheintangibleculturalheritageshortvideoscreatedbyhim,experientialcommunicationisparticularlylarge,andexperientialcommunicationfocusesontheaudiencessenseofparticipationandimmersion.Inthefieldofnon-culturalheritageshortvideos,creatorsneedtointegrateintothemasdeepparticipantsandstrengthenusersimmersionandparticipationwiththehelpofvariousstrategies.Thispaperwillcarryoutadetailedanalysisanddiscussionfromtheaspectsofculturalnarrative,symboldesignanduserco-cr