摘要
为有效解决河南传统手工艺泥泥狗的传播困境,借助短视频平台,提出“泥泥狗+短视频”的传播新路径,提高泥泥狗的知名度与认可度。通过场域理论从行动主体、资本和惯习三个方面深度分析泥泥狗短视频的拍摄素材,将其转译为泥泥狗短视频的影像符号,从而服务于泥泥狗短视频内容生产。之后根据创新扩散理论,细分短视频传播对象,根据泥泥狗短视频的影像符号,针对不同受众拍摄不同类型的短视频,为用户提供多维度、高流量、高质量的视频内容,满足用户多元化需求,以此拓宽泥泥狗传播渠道,提升泥泥狗传承活力。
In order to effectively solve the communication difficulties of Henan traditional handicraft clay dog,with the help of short video platform,a new communication path of"clay dog+short video"is proposed to improve the visibility and recognition of clay dog.Through the field theory,the shooting material of clay dog short video is deeply analyzed from the three aspects of action subject,capital and habitus,and it is translated into the image symbol of clay dog short video,so as to serve the content production of clay dog short video.Then,according to the theory of innovation diffusion,the short video transmission object is subdivided.According to the image symbol of the short video of clay dog,different types of short video are shot for different audiences,so as to provide users with multi-dimensional,high-traffic and high-quality video content to meet the diversified needs of users,so as to broaden the communication channel of clay dog and enhance the vitality of the transmission of clay dog.
作者
宋依凡
于洺珠
纪向宏
SONG Yifan;YU Mingzhu;JI Xianghong
出处
《创意设计源》
2024年第3期66-72,共7页
Idea & Design
基金
2023年度天津市教委社会科学重大项目“天津非遗文化在艺术设计实践教育中的传承与发展研究”(项目编号:2023JWZD18)阶段性研究成果。
关键词
泥泥狗
场域理论
创新扩散理论
短视频
clay dog
field theory
diffusion of innovations theory
short video
