东北民间艺术的短视频品牌传播问题策略探究
Research on Strategies of Short Video Brand Communication in Northeast Folk Art

从传统民间艺术到现在利用新媒介进行艺术的传播呈现，本文通过对东北的文化形式进行调研，挖掘东北的传统文化形式，考虑到东北的民俗文化如二人转、小品、民间艺术、萨满文化、影视文化等。通过对东北的自然以及人文调研，集中于研究考察东北的民间艺术，旨在研究及传播东北民间艺术如剪纸、皮影、刺绣、陶艺、大花布等形式，深度挖掘、提取东北民间艺术的元素、符号。随着新媒介的发展，出现了互联网等形式的新媒介传播方式，影视的形式从之前通过电视播放，到现在更多人通过网络、手机平台运用短视频、自媒体等方式进行传播。本文尝试性地探讨了东北民间艺术在短视频平台进行品牌推广中存在的问题，探讨如何在当下非常流行、传播快速的短视频中更深刻地传播沉淀的东北民间艺术，以及对其如何进行更优质的宣传，并对品牌推广传播提出了策略研究。
From the traditional folk art to the present use of new media for art communication and presentation, through the investigation of the cultural forms of the northeast, this paper explores the traditional cultural forms of the northeast, taking into account the folk culture of the northeast, such as duet, skits, folk art, shamanic culture, film and television culture. Through the investigation of nature and humanity in Northeast China, it focuses on the study and investigation of folk art in Northeast China, aiming at the study and dissemination of northeast folk art such as paper cutting, shadow play, embroidery, pottery, large pattern cloth and other forms, and deeply digging and extracting the elements and symbols of folk art in Northeast China. With the development of new media, the Internet and other forms of new media communication have emerged. The form of film and television has changed from TV in the past to short video, we-media and other forms of communication through the Internet and mobile phone platforms. This paper tentatively discusses the problems existing in the brand promotion of Northeast folk art on the short video platform, discusses how to spread the northeast folk art more deeply in the short video, which is very popular and fast at present, and how to publicize it in a better quality, and puts forward the strategy research on brand promotion and communication.