A STUDY ON THE SHORT VIDEO COMMUNICATION PATHS AND STRATEGIES OF MIANYANG PAPER-CUTTING

Abstract

Under the impact of globalization and modernization, regional intangible cultural heritage generally faces challenges such as transmission gaps and audience stagnation. Short videos have become an innovative medium for the living transmission of intangible cultural heritage. This study takes Mianyang paper-cutting, a provincial-level intangible cultural heritage in Sichuan Province, as its research object. It employs literature review, questionnaire surveys, in-depth interviews, and case studies, combining five core theories including uses and gratifications and agenda-setting, to analyze the pain points in the transmission of Mianyang paper-cutting and the current state of its short video dissemination, and to construct a short video dissemination strategy adapted to its cultural characteristics. The study finds that the single offline dissemination model is the core constraint on the transmission of Mianyang paper-cutting, while content homogenization, imbalance of subject capabilities, and platform mismatch are the main problems in its short video dissemination. Based on empirical analysis, this study proposes three content prototypes: visualization of techniques, story-based scenarios, and interactive participation, clarifying differentiated dissemination paths on platforms and providing practical solutions for the living transmission of Mianyang paper-cutting.