A STUDY ON AUDIENCE PERCEPTION OF SHORT VIDEOS ON INTANGIBLE CULTURAL HERITAGE

Intangible cultural heritage is facing the dilemma of inheritance and protection in China. In the Opinions on Strengthening the Protection of China's Intangible Cultural Heritage, the State Council clearly pointed out that "dissemination" is an effective means of inheriting and protecting intangible cultural heritage. The short video media represented by TikTok has become an essential vehicle for realising the living transmission of intangible cultural heritage, promoting the dissemination of intangible cultural heritage back to life, and reconstructing the cultural environment. Expanding the audience of the intangible cultural heritage on short-video platforms and increasing the audience's attention to short-videos of intangible cultural heritage are key issues that need to be addressed. It is crucial to understand how Chinese audiences perceive intangible cultural heritage in short videos. This paper takes the TikTok account "The Artisan Collection" as the research object and captures the audience comments under the short videos posted by the account as samples. Using the content analysis method to classify the comments in terms of sentiment, word frequency analysis, and semantic network analysis, the actual effect of living communication of intangible cultural heritage using short videos is explored from the perspective of audience perception. The study found that: i) the perception of intangible cultural heritage established by the audience through short videos stays on the surface; ii) the audience shows a positive emotional tendency towards short videos of intangible cultural heritage in general; and iii) audience perception is affected by the visual effect, novelty, and level of intangible cultural heritage. The article reveals the problems in the audience's perception of short videos of intangible cultural heritage and puts forward countermeasures and suggestions for the production and dissemination of short videos of intangible cultural heritage.