Research on the Dissemination of Local Characteristic Culture through Short Videos: Taking Beach-combing Culture of Yancheng as an Example

Going beach-combing after tide has been a major means of life and work for fishermen by the sea for thousands of years. These fishermen picked up and accumulated wisdom in their work, thus shaping a unique culture of beach-combing. Based on the analysis of the characteristics of seafood-collecting video clips produced by the current self-media platforms, the essay first studies the elements affecting beach-combing from the perspectives of YanCheng’s geographical locations, beach characteristics, and Marine resources and then digs into new potential forms of beach-combing suitable for YanCheng so as to evolve a distinctive local beach-combing culture. The essay also attempts to expand the popularity and reach of Yancheng City and boost its economy and culture by integrating its beach-combing culture into other local cultures, such as its sea-salt culture, wetland culture, culture of celebrities and History, food culture, and popularizing and promoting its beach-combing culture through various kinds of channels.