Research on the Empathy Strategy of Intangible Cultural Heritage Short Videos from the Perspective of Cross-cultural Communication

Abstract

Intangible cultural heritage has important cultural value in the world, but due to cultural differences, language barriers and other reasons, its inheritance and promotion have been limited. The empathy strategy of short videos of intangible cultural heritage (SVOICH) from the perspective of cross-cultural communication can help the audience better understand and appreciate the intangible cultural heritage of different cultures. The experimental results show that the application of short video empathy strategy can improve the audience's emotional engagement and sense of identity. The average emotional engagement of the audience is 50% higher than that of the audience without short video empathy strategy, and the average sense of identity is 35% higher than that of the audience without short video empathy strategy. These results indicate that the empathy strategy of SVOICH from the perspective of cross-cultural communication can promote cross-cultural communication and interaction, and realize the inheritance and promotion of intangible cultural heritage.