Zhang Zheng, Deputy Dean of School of Journalism and Communication, Tsinghua University
As China is striding into anera of digital economy, theemergence of Internet platforms hasenableddiversified forms ofcultural communication. With the development of WeChat videos, the vitality of culture and entertainment has been highlighted in an innovative way.
In the process of activating innovative transformation and creative development of culture, short videosand livestreamingare able toguide users to participate in cultural setting andawaken theirspecific cultural memory. Amid the epidemic, online platforms have gradually become the main front for performing art activities. It is short videos and livestreamingthat connectthe main stage withcountless users. Short video platforms make influential content deeply rooted in people's hearts, relying not only on their first issue, but also on high-quality content which canawaken cultural memory of audiences.
Video accounts representan important channelof showing personal image in private social circlesand public domain. From the combination of public domain withprivate sphere, to the combination of short videoswithlivestreaming, to the combination of publicity and promotion withcommunity-basedoperation, video accounts, as well as various forms in the related ecology, haveprovidedopportunities and space for the display of personal image in different circles. For example,"Xue’er the Silversmith", an intangible cultural heritage preserver of Miao silver jewelryforging skills, regularly updates the content of her video account, sometimes with a simple introduction to the craft, and sometimes with a specially designed short play. In addition,“Xue’er the Silversmith”has live streamingtwice or three times on the video account every week to introduce Miao silver jewelry, attracting young people from all over the country to learn silversmithing.
Image building and IP incubation on video accounts enable users to not only enjoy digital cultural content, but also pay attention to the same type of culture via other platforms on Internet. This can direct users to offline consumption, andalso may result in concurrent communication onmultiple platforms, forming a continuous hot scene online and offlineand leading to a rapid growth of the number of fans with some real-time, long-term and continued effect.
Nowadays, content production network, interpersonal relationship network, intelligent Internet of things and multi-way communication network are connected, intertwined and deeply integrated with each other. The characteristic of big data – accurate and intelligent value matching, upgradesand rebuildsthe relationshipsbetween people, between people and things, and between things, and also makesthe interaction between people, things and fields more diversified and closer.
The integration of culture and science &technology has become an inevitable trend incultural development. The rise of video accountsis a manifestation of science &technology fueling and activatingculture. By means of the platform effect, WeChatvideo accountsbreak through multiple barriers, provide new development opportunities for cultural and tourism industries around the country, and brings vitality tocultural and performing arts troupes. In the future, video accountswill promotedeep integration of online and offline cultural content and channels, comprehensively contribute tothe recovery and development of cultural consumption, and promote the internal circulation of economy.
Published on May 25, 2023