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数字时代的非遗发展:短视频、直播、电商重构下的文化传承
Huan Qiu Wang·2025-06-03 04:50

Core Insights - The rise of "intangible cultural heritage" (ICH) is significantly driven by the increasing cultural confidence among the public and the revival of traditional culture, particularly through platforms like Douyin (TikTok) which have made ICH more accessible and engaging [1][3] Group 1: Douyin's Impact on ICH - Douyin has seen over 200 million new videos related to national-level ICH in the past year, marking a 31% year-on-year increase, with a total of 11.3 billion likes on these videos [1] - The platform has 14 million users sharing ICH experiences, with total video views reaching 749.9 billion, averaging 65,000 ICH live streams daily [1] - There are currently 1,294 ICH representatives on Douyin, with 247 of them being under 30 years old, reflecting a 24% increase [1] Group 2: Evolution of ICH Communities - Initially, the ICH community was a niche group of young enthusiasts, divided into subgroups like "traditional craft party" and "modern innovation party" [2] - The popularity of ICH products has surged, particularly those that have been modified to fit modern lifestyles, moving away from strict adherence to traditional methods [2] - Influencer Li Ziqi has played a pivotal role in popularizing ICH, showcasing traditional crafts and facilitating rapid dissemination both domestically and internationally [2] Group 3: Young Creators and Innovation - A growing number of young creators, especially those born in the 1990s and 2000s, are actively engaging in ICH promotion on Douyin, bringing fresh perspectives and innovative methods [3] - Notable examples include creators merging ICH with modern activities, such as parkour and immersive cultural experiences, which have garnered millions of likes [3] - Douyin's "ICH Plan" aims to further support ICH development through technological and promotional initiatives [3] Group 4: Economic Integration of ICH - Douyin is leveraging its e-commerce capabilities to promote ICH products, with significant sales contributions from traditional crafts, such as the Suzhou fan-making technique, which saw 90% of its sales through Douyin [5] - The platform's initiatives like "Seeing Craftsmanship Plan" are designed to help traditional artisans and brands reach broader markets [5] - The integration of ICH with tourism has created new economic opportunities, enhancing the visibility and appreciation of ICH through travel experiences [6] Group 5: Cultural Transformation - The transformation of ICH from a static heritage to a dynamic part of modern life is evident as it becomes integrated into daily activities, shopping, and travel [6] - This shift signifies a mutual engagement between traditional culture and contemporary lifestyles, making ICH a vibrant and fashionable aspect of modern culture [6]