Research on the Influencing Factors of the Communication Effect of Tik Tok Short Videos About Intangible Cultural Heritage

Abstract

Tik Tok, as the top app of short video socialization in China, has also become a front for the spread of intangible cultural heritage in new media. However, only a few short videos on intangible cultural heritage have achieved effective transmission. Most of them still have problems such as inability to capture audience’s attention and low transmission effectiveness. In order to solve these problems, we construct a theoretical model of the effect of the Tik Tok intangible cultural heritage short video transmission and a qualitative analysis based on NVivo to explore the influencing factors of the communication effect, then we propose an improving path for the creation and dissemination of short videos on intangible cultural heritage, which provides an effective method.