Enhancing cultural cognition in handicrafts through short video strategies

Digital technology is revolutionizing human relationships and lifestyles. Short video platforms are becoming essential channels for the dissemination of intangible cultural heritage (ICH). Traditional handicrafts represent a crucial element of ICH and are extremely culturally significant. However, short video contents generally focus on superficial production processes and neglects deeper cultural contexts. The cognitive schema theory can be leveraged to enhance the creation of short videos about traditional handicrafts and improve their practical value by aiming to intensify user understanding. The study methodology entailed a literature review, comparative analysis, participatory observation, and case analysis. A cognitive schema-based model was developed for video creation and validated through a case study on Guangcai porcelain. This model effectively organizes traditional handicraft knowledge and enhances cultural cognition through narrative and sensory design. The study findings deliver new theoretical and practical insights for the creation of short videos on traditional handicrafts and offer a reference for other cultural dissemination methods. Future research should explore the application of the cognitive schema theory across discrete cultural media channels to encourage innovation and expand the transmission of cultural heritage.