Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)

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The Research on the Dissemination Strategy of Intangible Cultural Heritage through Douyin Short Videos

Authors
Xiujuan Li1, *
1Baiyin Vocational College of Mining And Metallurgy, Baiyin, Gansu, 730900, China
*Corresponding author. Email: qiqitianshi_1231@sina.com
Corresponding Author
Xiujuan Li
Available Online 10 July 2025.
DOI
10.2991/978-2-38476-440-2_118How to use a DOI?
Keywords
Intangible Cultural Heritage; Douyin; Short Videos; Dissemination Strategies; Cultural Preservation
Abstract

With the advent of the digital era, intangible cultural heritage (ICH) faces the challenge of adapting to new media platforms and using them for effective dissemination. As a popular short video platform, Douyin offers new ways and methods for the dissemination of ICH. This paper explores the dissemination strategies of ICH on the Douyin platform, analysing the characteristics of Douyin short videos and their role in preserving ICH, while proposing specific strategies for optimising ICH dissemination. The study shows that Douyin short videos not only help to attract a younger audience, but also promote the modernisation and internationalisation of ICH.With the advent of the digital age, short video platforms have sprung up like mushrooms after rain and have become an important channel for the public to obtain information and entertainment. Intangible cultural heritage, as a precious cultural heritage of the Chinese nation, faces new opportunities and challenges in its inheritance and development. At a time when traditional means of communication are gradually losing their appeal, how to effectively spread intangible cultural heritage through this emerging medium of short videos and enhance the public’s awareness and interest in intangible cultural heritage has become an urgent issue to be addressed.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 July 2025
ISBN
978-2-38476-440-2
ISSN
2352-5398
DOI
10.2991/978-2-38476-440-2_118How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiujuan Li
PY  - 2025
DA  - 2025/07/10
TI  - The Research on the Dissemination Strategy of Intangible Cultural Heritage through Douyin Short Videos
BT  - Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
PB  - Atlantis Press
SP  - 1026
EP  - 1035
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-440-2_118
DO  - 10.2991/978-2-38476-440-2_118
ID  - Li2025
ER  -