The Utilization of the SIPS Model for Short Video Dissemination of Local Intangible Cultural Heritage—Taking Wenzhou ICH as an Example

The development of new media and the rapid rise of short video platforms have brought new opportunities and challenges to transmitting intangible cultural heritage (ICH).This paper analyzes the current situation of short video dissemination of Wenzhou ICH and accordingly constructs a path for living dissemination of ICH short videos on the SIPS model by exploring the effective interaction of the "inheritance chain" and "derivation chain" of cultural communication in four dimensions of SIPS: Sympathize, Identify, Participate and Share & Spread, which can help local ICH dissemination and provide a reference for achieving resonance between cultural inheritance and modern communication.