The Impact of Short Videos on the Creation and Dissemination of Intangible Cultural Heritage

Intangible cultural heritage serves as a vital repository of national and ethnic history and culture, playing a crucial role in preserving cultural diversity and fostering cultural exchange. In recent years, the evolution of digital media has opened up new avenues for the dissemination of intangible cultural heritage. This shift has profoundly influenced the preservation and transmission of intangible cultural heritage, particularly with the widespread adoption of short video platforms altering the landscape of heritage transmission. This study examines and analyzes the creative attributes of short videos focused on intangible cultural heritage, revitalizing otherwise static cultural assets. Practical challenges encountered during the dissemination process, such as low content quality and audience engagement, have contributed to a lack of public attention towards these videos. In response, this research proposes effective development strategies aimed at safeguarding and perpetuating intangible cultural heritage, with a focus on leveraging short video platforms to foster the healthy evolution of heritage transmission.