非遗传承视角下传统器乐不同生产模式短视频传播效果比较研究  

An Comparative Study of Communication Effects on Traditional Instrumental Music Short Video in Different Production Mode——Based on Intangible Culture Heritage Perspective

作　　者：司思[1] 罗娟 SI Si;LUO Juan(Arts Management Department,China Conservatory of Music,Beijing,100101,China)

机构地区：[1]中国音乐学院艺术管理系,北京100101

出　　处：《西华大学学报（哲学社会科学版）》2023年第4期83-91,共9页Journal of Xihua University(Philosophy & Social Sciences)

基　　金：北京市教委科研项目“北京市演出产业发展新趋势研究”(项目编号:SM201910046002)。

摘　　要：随着信息技术的发展,越来越多数字化技术被应用于非物质文化遗产的保护和展示。抖音作为互联网时代信息传播和社会交往平台代表,为非物质文化遗产的传播带来了新的活力和契机。文章以“传统音乐”+“器乐”为关键词,获取综合排序前100个古琴和唢呐短视频样本,通过质性分析软件NVivo按不同的生产模式进行归纳和总结,并进一步分析其生产模式与传播数据之间的关系,由此生成不同模式下传统器乐短视频的传播效果比较。通过分析发现PGC生产模式下的传统器乐类非遗短视频有着较高质量的传承主体,在短视频内容上可以较好保留传统器乐类非遗的“原汁原味”,助力非遗传播融入人民群众的现代生活,推动非物质文化遗产的共时性传播和历时性传承。With the advancement of information technology,an increasing number of digital technologies are being utilized for the preservation and presentation of intangible cultural heritage.As a representative platform for information dissemination and social interaction in the internet age,Douyin(known as TikTok internationally) has injected new vitality and opportunities into the dissemination of intangible cultural heritage.This article focuses on the keywords "traditional music" and "musical instruments" and gathers a comprehensive sample of the top 100 short videos of guqin and suona,utilizing qualitative analysis software NVivo to categorize and summarize them based on different production modes.Furthermore,the relationship between production modes and dissemination data is examined to compare the effectiveness of disseminating traditional musical instruments under different modes.Through analysis,it is found that short videos of traditional musical instruments belonging to the PGC(Professionally Generated Content) production mode exhibit a higher quality of heritage transmission,effectively preserving the authenticity of traditional musical instruments.This aids in the integration of intangible cultural heritage into the modern lives of the general public,promoting both the contemporaneous dissemination and long-term inheritance of intangible cultural heritage.

关 键 词：非物质文化遗产 质性分析 传统器乐 抖音 内容生产 

分 类 号：J639[艺术—音乐]