摘要
文章以代表性中华文化非遗为研究对象,运用关键词分析、情感分析与共现网络分析等文本挖掘方法分析YouTube平台中非遗短视频用户文本数据,应用“认知-情感-行为”框架模型研究非遗在该平台的传播效果。研究发现:非遗的认知形象多为正面形象,传统技艺、民间文学和传统体育、游艺与杂技类非遗认知度较高;情感感知以中性和积极情绪为主,对象涉及中华美食、家庭生活文化与原生态自然环境等;行为效果具体呈现为分享意向、购买意向、学习意向与旅游意向。文章立足于该平台非遗的传播效果,从传播语境、传播手段与传播主体等方面阐释实践启示。
The paper takes some representative Chinese cultural intangible cultural heritages as the research object.By means of keyword analysis,sentiment analysis and co-occurrence network analysis,and with the help of the“cognitive-emotional-behavioral”framework model,it first extracts the data of YouTube users who have been attracted by intangible cultural heritage short videos,and then analyzes the cross-cultural transmission effect of such short videos from the perspectives of communication context,communication means and communication subjects.The result shows that the YouTube users’cognitive image of intangible cultural heritage is mostly positive,with a high awareness of traditional skills,folk literature,traditional sports,recreation and acrobatics;their emotional perception is primarily neutral and positive,involving Chinese cuisine,family life and culture,and pristine natural environments;their behavioral effects are specifically presented as intention to share,intention to buy,intention to learn and intention to travel.Such could be inspiring for the cross-cultural transmission of Chinese intangible cultural heritages in the future.
作者
李勇
杨思敏
管慧
毛太田
LI Yong;YANG Simin;GUAN Hui;MAO Taitian
出处
《图书馆论坛》
北大核心
2024年第2期92-102,共11页
Library Tribune
基金
国家自然科学基金面上项目“基于新媒体的非遗跨文化传播机理及活化应用研究”(项目编号:72074033)、“体育非遗的数字化传承与跨文化传播机理研究”(项目编号:72274163)
湖南省自然科学基金青年项目“需求与技术协同驱动的非遗数字化保护与活化机制研究”(项目编号:2021JJ40637)研究成果。
关键词
非遗
跨文化传播
新媒体
文本挖掘
intangible cultural heritage
cross-cultural transmission
new media
text mining
