International Open Access Journal Platform

自媒体时代“打铁花”非遗的数字化传播差异研究

Research on the Digital Dissemination Differences of the Intangible Cultural Heritage of “Iron Flower” in the Era of Self-media

Progress in Social Sciences / 2025,7(9): 700-703 / 2025-10-15 33 8

View Download PDF

• Authors: 陈芳 叶梓琪 陆薇薇
• Information:

  东南大学外国语，南京

• Keywords:
  Iron flower smelting; Short video; Intangible cultural heritage; Digital communication
  “打铁花”; 短视频; 非物质文化遗产; 数字化传播
• Abstract: Short video blogger Jiang Xunqian released a video of her learning process of the traditional Chinese folk art of “Iron Flower Show” in Deshan, bringing this intangible cultural heritage into the public eye and maintaining its popularity to this day. This article uses various research methods such as case analysis and inductive summary to focus on the two different forms of expression in the short videos of “Iron Flower Show”: “visual spectacle” and “deep content narrative”. From the aspects of editing techniques, audience experience, and communication effects, combined with quantitative data, it systematically compares the differences between the two types of videos of “Iron Flower Show”, and explores the communication rules that “Iron Flower Show” has remained popular for a long time by relying on visual videos to expand its communication scope and narrative videos to enhance the cultural identity of the audience. This provides a reference for the long-term development of intangible cultural heritage short videos. 短视频博主江寻千发布确山“打铁花”的学习过程视频，使“打铁花”这一非遗文化走入大众视野，热度延续至今。本文采用案例分析法、归纳总结法等多种研究方法，聚焦“打铁花”短视频中“视觉奇观”与“深度内容叙事”两种不同表现形态，从剪辑技术、受众体验和传播效果三个方面，结合定量数据，系统比较“打铁花”两种不同类型视频的差异，探索出“打铁花”凭借视觉类视频提升传播广度，叙事类视频增强观众文化认同而得以长盛不衰的传播规律，为非遗短视频的长足发展提供参考。
• DOI: https://doi.org/10.35534/pss.0709118（DOI 注册中）
• Cite: 陈芳，叶梓琪，陆薇薇．自媒体时代打铁花非遗的数字化传播差异研究［J］．社会科学进展，2025，7（9）：700-703.