An empirical study on the cross-cultural communication of intangible cultural heritage short videos driven by emotional resonance—based on content analysis of the “Friendly Shandong” TikTok account
情感共鸣驱动下的非遗短视频跨文化传播实证研究——基于“好客山东”TikTok账号的内容分析

摘要

在数字化与全球化背景下，短视频平台成为非物质文化遗产（非遗）跨文化传播的新兴场域，但文化差异导致的“文化折扣”使传播效果多停留于表层视觉消费。本文基于“文化折扣”与“文化邻近性”理论，引入“情感共鸣”作为中介变量，构建“内容主题—情感共鸣—传播效能”分析框架，以“好客山东”TikTok官方账号排名前100高赞视频为样本，采用定量内容分析法考察不同叙事主题的跨文化传播表现。结果显示：“友好与人文关怀”的情感驱动型内容能显著提升收藏率与转发率等深度互动指标，“文化与生活体验”内容则在点赞率等浅层指标上表现更佳。研究揭示情感共鸣是消解文化折扣、构建心理邻近性的关键机制，并提出“非遗+情感”内容融合策略，为提升中国非遗国际传播效能提供理论依据与实践路径。

Abstract

In the context of digitalization and globalization, short video platforms have become emerging venues for the cross-cultural communication of intangible cultural heritage (ICH). However, the “cultural discount” caused by cultural differences often limits communication effects to superficial visual consumption. Based on the theories of “cultural discount” and “cultural proximity,” this paper introduces “emotional resonance” as an intermediary variable to construct an analytical framework of “content theme—emotional resonance—communication effectiveness.” Taking the top 100 most liked videos from the “Friendly Shandong” official TikTok account as samples, a quantitative content analysis method is employed to examine the cross-cultural communication performance of different narrative themes. The results show that “friendliness and humanistic care” as emotionally driven content can significantly enhance deep engagement metrics such as save rate and share rate, while “culture and life experience” content performs better in low-effort engagement metrics such as like rate. The study reveals that emotional resonance is a key mechanism for mitigating cultural discount and building psychological proximity, and proposes an “ICH + emotion” content integration strategy, providing theoretical basis and practical pathways for enhancing the international communication effectiveness of Chinese ICH.