非遗类短视频美学价值转向分析
Analysis of the Shift in Aesthetic Value of Short Videos on Intangible Cultural Heritage

近年来，“非遗 + 短视频”的传播模式成为了社会热点，短视频的发展为非遗的现代化传承注入了新鲜血液，但要使古老的非遗真正活起来，还有许多要面对的难题。精神美学价值无法体现、实用美学价值转向困难的问题阻碍了非遗实现从影像空间走入生活空间的道路。本文将从非遗类短视频的精神美学价值、实用美学价值等角度，以抖音平台为例，梳理并分析非遗类短视频的传播现状及美学转化困境，结合理论、案例和调研数据对“如何实现非遗文化在新媒体、大工业时代的现代化勃兴，完成实用美学的转化”提出建议。
The communication mode of “Intangible Cultural Heritage + Short Video” has become a social hot spot recently. The development of short videos has injected fresh blood into the modern inheritance of intangible cultural heritage. However, it is still very difficult to make the ancient intangible cultural heritage really come alive. The spiritual and aesthetic values cannot be reflected and the difficulty of practical aesthetic values’ change all hinder the intangible cultural heritage from realizing the road from imaging space to living space. First, the article will be studied from the short videos’ spiritual aesthetic value and practical aesthetic value. Secondly, the article will take TikTok as an example to comb and analyze the communicating status and aesthetic transformation dilemma of intangible cultural heritage short videos. Finally, the arti-cle will combine the theories, cases and data to offer proposals on “how to realize the intangible culture’s renaissance in new media, big industrial era and completing the conversion of practical aesthetics”.