Exploring Communication Strategies for Intangible Cultural Heritage(ICH) in Short Videos Through Multimodal Discourse Analysis: A Case Study of Jiang Xunqians Queshan Iron Flower Video

In the new media era, short videos have gradually become an important medium for cultural communication due to their visual appeal and interactivity, presenting both opportunities and challenges for the inheritance and innovation of intangible cultural heritage (ICH). In recent years, some scholars have explored ICH-related short videos from perspectives such as symbolic interaction and narrative techniques, but few have explored the construction methods of different modalities within them. This study focuses on the short video Queshan Iron Flowerproduced by Jiang Xunqian on Bilibili. Applying multimodal discourse analysis, the study combines Zhang Delus analytical framework with Feng Dezhengs transcultural multimodal theory to systematically explore how ICH is communicated through short videos. The analysis unfolds across four key dimensions: culture, context, content, and expression, ultimately providing suggestions for enhancing ICH communication strategies in the short videos.