With the development of information technology，Smart communication devices are increasingly popular，Whether in the city or in the countryside，Watch short video、Make short videos，Gradually becoming common people to obtain information、An important way for leisure and entertainment。"The 44th China Internet Development Statistical Report" shows，As of June 2019，The number of short video users in my country reaches 6.4.8 billion，75 of the total number of Internet users.8%。The huge user base brings huge traffic to short videos。Intangible cultural heritage is being protected and passed down，What I desire most is to be noticed。When intangible cultural heritage meets short video，The latter relies on its natural traffic advantage，Naturally becomes an ideal communication platform for the former。

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Previous years，To spread intangible cultural heritage，Traditional TV media and portals，Launched a large number of intangible cultural heritage-themed video works。But most of these works are of longer duration、A larger traditional documentary or feature film。In modern society, people live at a fast pace、Under the background of high pressure in life，Few people have the "luxury" to spend two or three hours savoring those works。At the same time，Most of those works are broadcast through traditional channels，Ageing audience，Unable to effectively reach young people。This results in traditional intangible cultural heritage-themed video works often being well-received but not popular。

In recent years，With TikTok、Short video platforms represented by Kuaishou attract a large number of young 188bet online sports betting people with their powerful social functions，And as audiences go mobile、Fragmentation、Scenarioization、Developing video reading habits，The user stickiness and attractiveness of short video platforms continue to increase。In terms of user age composition，"2019 China Internet Audiovisual Development Research Report" shows，Among loyal short video users，The proportion of people under 30 years old is close to 70%。In terms of number of users，Data display from Trustdata, a mobile Internet big data research organization，As of June 2019，The number of monthly active users of Douyin exceeds 3.500 million，The number of Kuaishou monthly active users exceeded 2.300 million。

Therefore，Short videos have gradually become an emerging carrier for the dissemination of intangible cultural heritage。Many inheritors of intangible cultural heritage have opened accounts on short video platforms，Publish short video content related to intangible cultural heritage，Attracted the attention of a large number of young fans。For example，Zhu Bingren, a national intangible inheritor of bronze sculpture skills who once made bronze sculpture gifts for foreign guests at the G20 Hangzhou Summit，Currently has 26 on Douyin.60,000 fans，More than 190 video works published，Received more than 2.48 million likes。

At the same time，Over time，The dissemination of short videos on intangible cultural heritage themes has shown a development trend from point to surface，Many professional short video organizations are actively deploying。

Data display，As of April 2019，1372 national-level intangible cultural heritage representative projects，At least 1214 items were spread on Douyin through short videos，Received more than 106.5 billion views。Kuaishou，In 2018, 2.52 million users spread 11.64 million short videos related to intangible cultural heritage on the platform，63% of them are users under 30 years old.8%，Equivalent to an average of 1 short video related to intangible cultural heritage being uploaded every 3 seconds，The national 188bet app average is 18 views per person，Received 500 million likes。Qin Opera、Yangge、Mianrener、Yu Opera、Torch Festival、Temple Fair、Chess、Jin Opera、Intangible cultural heritage content such as Errentai has gained a large number of fans on the short video platform。The short video platform is becoming the largest intangible cultural heritage communication platform in the mobile Internet era。

From static display to vivid display

In the past, in the process of inheritance and protection of intangible cultural heritage，To display、Exhibition、The most common way to promote intangible cultural heritage is through performances and other forms。This kind of regular concentrated skill show and work display，Subject to time and space restrictions，The communication coverage and influence are limited。In addition，Concentrated display and publicity in the form of performance often separates intangible cultural heritage from its original context and practical soil，Greatly reduced in terms of artistic effect and on-site performance，Unable to authentically show the charm of intangible cultural heritage。For this，Original ecological protection、Holistic protection has become an important principle for the protection of intangible cultural heritage。But how to fully display the intangible cultural heritage without distortion and let young people understand，Always a difficult point in the inheritance and protection of intangible cultural heritage。

The emergence of short videos has solved the above problems to a great extent。Short video shot、Presence at any time，Enable intangible cultural heritage to be recorded and disseminated conveniently and quickly in real situations。The short video platform has an average of over 100 million daily active users，Each short video has a chance to get millions or even tens of millions of views。Although a single short video cannot fully show all aspects of some intangible cultural heritage skills due to time constraints，But long term、Massive spread，But it can gradually unveil the veil of intangible cultural heritage，Let it reveal its complete appearance。

More importantly，Short video fragmented audio-visual content with 188bet app appropriate special effects，Can make the highlights of intangible cultural heritage more prominent、More exciting，Those that attract people’s attention the most、Arouse people's emotional resonance、The key content that brings people enjoyment of beauty will be well presented。

The famous Peking Opera actor Wang Peiyu often shares her performances on stage through Douyin、The process of makeup behind the scenes，Introducing Peking Opera costumes and props to theater fans、Performance skills，Allows the audience to see many details of Peking Opera on stage and behind the scenes，Make the art of Peking Opera more fulfilling，More real，Greatly enhances the fun and appeal of Peking Opera art。For example，November 14, 2018，Wang Peiyu posted a short video of tops backstage，Just ten seconds，Let the audience see the elegance of Peking Opera actors "cross-dressing" backstage。This short video received 15 likes.70,000 times，More than 4,000 viewers have left messages，Many viewers were moved by the wonderful content in the video and actively forwarded the video。

The short video production process is simple、Low production threshold、Strong participatory characteristics，Let intangible cultural heritage be recorded and disseminated in real time in the original artistic situation and cultural context，The highlighting and emphasis of the highlights greatly enhance the expressive tension of intangible cultural heritage，Make intangible cultural heritage more vivid during the dissemination process。

Moving from self-entertainment to professionalization

Although short videos have brought huge attention to intangible cultural heritage，However, there are still many problems that need to be solved in the dissemination of intangible cultural heritage。

It is not difficult to find out by analyzing the short videos on intangible cultural heritage themes on major platforms，People watch this type of short videos mainly out of curiosity。Their viewing is often a quick glance，Maximum likes for the video and then leaving，Generally no more in-depth follow-up interactions。

The number of comments and reposts 188bet sports betting app download on the intangible cultural heritage short video is far lower than the number of likes，The current dissemination of intangible cultural heritage has actually only achieved a superficial dissemination effect，That is, the audience’s primary understanding of the content，Far from the emotional and behavioral part。Therefore，How to get people more deeply involved in the dissemination of intangible cultural heritage，The resulting emotional and behavioral changes are currently a major difficulty in the dissemination of intangible cultural heritage short videos。

Also，An intangible cultural heritage skill or work，It’s not difficult to get a lot of attention in a short time through short videos，What we need to think seriously about is，When all aspects of intangible cultural heritage are fully displayed，How to “not lose followers”，How to continue to attract people’s attention。

In order to make short videos on intangible cultural heritage more attractive，Also to enrich the content of intangible cultural heritage short videos，With TikTok、Short video platform represented by Kuaishou，One after another follow the rules、Plan、Activity、Support intangible cultural heritage short videos from multiple angles including traffic。March 2019，Kuaishou launches “Kuaishou Intangible Cultural Heritage Leader Plan”，Discover intangible cultural inheritors who have taken root in the country across the country，Attracted many ordinary people to join the intangible cultural inheritance team。For example，Pass the program，Ajie, a 7-year-old opera inheritor, has released 137 short video works on the Kuaishou platform，More than 137 followers.50,000。

April this year，Douyin launches “intangible cultural heritage partner” plan，By strengthening traffic support、Improve liquidity、Building an open platform for intangible cultural heritage and carrying out city cooperation，Comprehensive support for the dissemination of intangible cultural heritage。September this year，Chinese Opera Society、Henan Yu Theater announced that it will join the School of Art and Media of Beijing Normal University、Qigong Academy、“DOU Art Project” jointly launched 188bet app download by Douyin，Actively explore the dissemination of opera art in the mobile Internet era。

Platform support、The addition of professional forces，marks that the dissemination of intangible cultural heritage short videos is evolving from the early novelty、Entertainment、Personalized communication，Towards systematization、Scale、Moving toward professional communication。When more and more people change from "watching the fun" to "watching the door"，Only intangible cultural heritage can truly have the mass soil for inheritance。

*thisWen LaiSource: Guangming Daily, Author: Kuang Ye, original title: "Encountering short videos, intangible cultural heritage becomes alive, beautiful and young》.