国际中文开源期刊平台

新媒体视角下武术抖音短视频传播的策略研究

Research on Strategies of Wushu Tiktok Short Video Communication from the Perspective of New Media

休闲运动与健康 / 2024,4(1)：78-83 / 2024-05-23 143 169

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• 作者： 尹霞     
• 单位：

  湖北大学体育学院，武汉

• 关键词： 新媒体；武术；抖音短视频；传播
• New media; Martial Arts; Douyin short video; Propagate
• 摘要： 作为中华民族的瑰宝，中华武术承载着历代人民的文化血脉，保护和推广中华武术是所有中华子孙的义务和职责。抖音短视频的快速崛起为中华武术的普及创造了新的可能性。本文运用文献资料法、逻辑分析法等研究方法，详细阐释了中国武术短视频传播的当前情况、面临的挑战以及改善的策略。研究认为：武术抖音短视频传播存在着传播主体缺位，创作质量良莠不齐；传播内容失真，博流量引发乱象滋生；传播方式受限，微叙述限制深层拓展；传播定位失焦，武术品牌过度消费的问题。对此提出相应的优化策略：完善监督管理体系，规范武术短视频传播主体的行为；重视传播内容价值呈现，树立“品牌化”武术传播意识；发挥利益驱动作用，发展武术抖音短视频传播产业；创新抖音算法机制，增强武术在抖音平台的辐射面。
• As the treasure of the Chinese nation, Chinese martial arts carry the cultural blood of the generations of thepeople, protecting and promoting Chinese martial arts is the obligation and responsibility of all Chinese descendants.The rapid rise of Douyin short videos has created new possibilities for the popularity of Chinese martial arts. Usingthe methods of literature and logical analysis, this paper explains the current situation, challenges and improvementstrategies of short video communication of Chinese martial arts in detail. The research shows that: there is a lack ofmain body in the dissemination of wushu Tiktok short video, and the quality of creation is uneven; The content ofcommunication is distorted, and the traffic leads to chaos. The mode of communication is limited, and the micronarrativelimits the deep expansion; Communication positioning out of focus, martial arts brand overconsumptionproblems. To this end, the corresponding optimization strategy is put forward: improve the supervision andmanagement system, standardize the behavior of the main body of wushu short video communication; Pay attentionto the presentation of the value of the communication content and establish the “brand” wushu communicationconsciousness; Play the role of interest driving, develop the martial arts Tiktok short video communication industry;Innovative Tiktok algorithm mechanism to enhance martial arts on the Tiktok platform.
• DOI： https://doi.org/10.35534/lsh.0401014
• 引用： 尹霞．新媒体视角下武术抖音短视频传播的策略研究［J］．休闲运动与健康，2024，4（1）：78-83．