The Impact of Short Videos on the Dissemination of Intangible Cultural Heritage: A Case Study of Creator Jiang Xunqian (Jiu Yue)

This study takes TikTok creator Jiang Xunqian (Jiu Yue) as a typical case to explore the impact mechanism of short video platforms on the dissemination of intangible cultural heritage (ICH). The research finds that short video platforms, represented by TikTok, have systematically promoted the transformation of ICH from “niche perseverance” to “mass sharing” through technological empowerment and ecological reconstruction: breaking spatiotemporal barriers and achieving a breadth revolution at the communication level; driving model renewal and injecting vitality at the inheritance level; activating market value and constructing a consumption loop at the industrial level; and strengthening identity and facilitating global reach at the cultural level. Jiang Xunqian’s dissemination practice, centered on “cultural authenticity narrative affinity visual innovation”, provides a replicable successful paradigm for ICH short video dissemination, while also revealing homogenization concerns such as the dilution of cultural depth under traffic logic and algorithmic information cocoons. In the future, it is necessary to build a multi-party collaborative governance ecosystem involving platforms, creators, academia, and the government to deepen short videos from a “dissemination tool” into “fertile ground for inheritance”, ultimately achieving the sustainable development of ICH in the digital age.