Multimodal Discourse Analysis of Intangible Cultural Heritage Texts from the Perspective of Visual Grammar

非物质文化遗产是我国优秀传统文化的重要组成部分，承载着深厚的历史与文化价值。自2005年以来，在国家政策的大力推动下，非遗领域的数字化转型不断推进，其传播影响力显著增强。鉴于此，本文选取史海峰发布的《七江炭花舞》短视频为研究对象。该视频凭借其高播放量和广泛影响力，于2024年9月登上央视《新闻联播》，成为非遗文化数字化传播的成功案例，展现出巨大的传播潜力。本文借助Photoshop 2024将视频分解为366张图像，并从中筛选出16个代表性镜头进行深入分析。研究从视觉语法三维度——再现、互动以及构图意义，探讨短视频如何构建和传达非遗文化的深层意义。研究发现，短视频通过再现意义展现了非遗文化的动态传承，通过互动意义增强了观众的情感共鸣，通过构图意义突出了文化的核心价值。Intangible cultural heritage is an important part of China’s excellent traditional culture, carrying profound historical and cultural values. Since 2005, under the vigorous promotion of national policies, the digital transformation of the field of intangible cultural heritage has been continuously promoted, and its communication influence has been significantly enhanced. Given this, this paper selects Shi Haifeng’s short video of “Qijiang Charcoal Flower Dance” as the research object. With its high playback volume and extensive influence, this video successfully made it to CCTV’s “News Broadcast” in September 2024, becoming a successful case of the digital dissemination of intangible cultural heritage and demonstrating great potential for dissemination. This paper uses Photoshop 2024 to decompose the video into 366 images, and selects 16 representative shots for in-depth analysis. The study explores how short videos construct and convey the deeper meanings of intangible cultural heritage from the three dimensions of visual grammar—representational meaning, interactive meaning, and compositional meaning. The findings show that short videos display the dynamic inheritance of intangible cultural heritage through representational meaning, enhance the audience’s emotional resonance through interactive meaning, and highlight the core values of culture through compositional meaning.