Breaking through the Spectacle: An Analysis of Cultural Performance and Interactive Rituals in Micro-Videos of Intangible Cultural Heritage—A Case Study of Xiangxi Themes

在数字技术深刻重塑文化传播的当下，“非遗 + 微视频”成为非遗文化传承与创新的重要引擎。然而，湘西非遗微视频受困于内容同质化、代际传播断层、商业变现乏力及渠道依赖等晚发劣势，亟待突破传统景观传播模式。本文以湘西非遗微视频为研究样本，基于互动仪式链理论与表演理论，探究其通过技术赋能下的数字化记录与沉浸式体验构建、代际共创中的青年话语融入与跨代际合作创作、场景重构里的文旅融合场景与虚拟展演空间打造等策略，将非遗转化为“参与式新奇观”，推动传播从表层流量吸纳转向深层价值认同建构。本研究为多民族聚居且起步较晚的地区提供非遗传播创新范式，助力实现非遗文化在数字时代的活态传承与现代性转化。In the current era where digital technology is profoundly reshaping cultural dissemination, the combination of “intangible cultural heritage (ICH) + micro-videos” has emerged as a crucial engine for the inheritance and innovation of intangible cultural heritage. However, micro-videos showcasing Xiangxi’s intangible cultural heritage are hindered by late-mover disadvantages such as content homogenization, generational transmission gaps, weak commercial monetization, and over-reliance on specific channels, necessitating a break from traditional landscape-based dissemination models. This paper takes Xiangxi’s intangible cultural heritage micro-videos as the research sample and, drawing on interaction ritual chain theory and performance theory, explores strategies such as digital recording and immersive experience construction through technological empowerment, the integration of youth discourse and cross-generational collaborative creation in generational co-creation, and the creation of cultural-tourism integration scenarios and virtual exhibition spaces through scene reconstruction. These strategies aim to transform intangible cultural heritage into a “participatory spectacle,” facilitating a shift in dissemination from superficial traffic acquisition to the construction of deep-seated value identification. The research provides an innovative paradigm for intangible cultural heritage dissemination in multi-ethnic regions with a late start, aiding in the realization of the living inheritance and modern transformation of intangible cultural heritage in the digital age.