文旅融合背景下非遗技艺短视频创作策略研究——以广西少数民族织染绣为例

Research on Short Video Creation Strategies of the Skills of the Intangible Cultural Heritage under the Background of Cultural and Tourism Integration—Cases of Weaving and Dyeing Embroidery in Guangxi Ethnic Minorities

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摘要随着国家对于文化与旅游深度融合发展方面提出诸多保护意见措施,以及“十四五”关于非物质文化遗产保护规划要求,非物质文化遗产技艺在短视频领域中的呈现方式越来越受到重视。这种方法不仅能够增加公众对传统非遗技艺制作过程的了解,还有助于推动当代社会对非遗文化传承与发展问题的探索。同时,“文旅+”模式也为非物质文化遗产技艺短视频创作者提供了一个广泛而开放的展示平台,将传统手工技艺与旅游结合,促进当地经济效益增长。该文通过非遗技艺类短视频用户生成内容分析和案例研究,提出文旅深度融合背景下广西非遗织染绣技艺短视频创作策略:提取元素进行IP化处理、提升多样化视听语言手法、平台渠道选择和有效推广传播等,以期为非遗文化传播提供借鉴和参考。 As the state has put forward many protection suggestions and measures for the in-depth integration of culture and tourism and the requirements of the"14th Five-Year Plan"on the protection planning of intangible cultural heritage,more and more attention has been paid to the presentation of intangible cultural heritage skills in the field of short video.This method can not only increase the public's understanding of the production process of traditional intangible cultural heritage,but also help to promote the exploration of the inheritance and development of intangible cultural heritage in contemporary society.At the same time,the"cultural tourism+"model also provides a broad and open display platform for intangible cultural heritage skills short video creators,combining traditional skills with tourism,and promoting the growth of local economic benefits.Based on the user-generated content analysis and case study of short videos of intangible cultural heritage skills,this paper proposes some strategies such as IP processing of elements extracted from short video creation of Guangxi intangible cultural heritage weaving,dyeing and embroidery skills,improving diversified audio-visual language techniques,platform channel selection and effective promotion and communication under the background of deep integration of culture and tourism.

作者李贞莹 LI Zhenying(Guilin Tourism University,Guilin Guangxi,541006,China)

机构地区桂林旅游学院

出处《文化创新比较研究》 2024年第15期108-112,共5页 Comparative Study of Cultural Innovation

基金 2021年度广西高校中青年教师科研基础能力提升项目“‘非遗’视野下广西瑶族服饰文化的数字化传承与传播”(课题编号:2021KY0806)。

关键词文旅融合非遗技艺短视频创作策略广西少数民族织染绣非遗传播 Cultural and tourist integration Intangible cultural heritage techniques Short video Creation strategy Guangxi minority weaving embroidery Intangible cultural heritage dissemination

分类号 J523 [艺术—艺术设计]