From TikTok Note Me to the Communication of Traditional Culture: Cultural Negotiation and Value Reconstruction under the Logic of Entertainment

As one of the worlds largest short video platforms, TikTok (translated uniformly as TikTok hereafter) reflects, through the phenomenon of "TikTok note me," the transformation of traditional cultural dissemination and the mechanisms of cultural value reconstruction in the new media environment. This study adopts a combined approach of literature analysis and case studies to explore how the behavior patterns and cultural expressions of traditional culture disseminators evolve under the influence of platform algorithms and media logic. Findings reveal that traditional culture on short video platforms tends toward entertainment-oriented and individualized modes of dissemination, with cultural values continuously deconstructed and reconstructed within the logic of traffic flow. Disseminators strive to balance the need to cater to audience aesthetics with the imperative to preserve cultural connotations, thus achieving diverse expressions and dynamic inheritance. By innovatively integrating the tension between platform media logic and the transmission of traditional cultural values, this study reveals the evolving paths of cultural communication mechanisms in the short video context. It expands the theoretical horizon of traditional culture dissemination research in the new media era and provides new perspectives and practical references for understanding contemporary cultural communication behaviors.