Communications in Humanities Research ISSN: 2753-7072
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Research Article

Study on the Visual Construction of Intangible Cultural Heritage-Themed Short-Form Videos under Cultural Memory Theory: A Case Study of the “Shanbai” Short-Form Video Series

Hanqi WangCentral China Normal University*

* Corresponding author: [email protected]

Abstract

In the digital media era, short-form videos have emerged as crucial vehicles for disseminating Intangible Cultural Heritage (ICH) and reconstructing cultural memory. Grounded in Jan Assmann’s cultural memory theory, this study systematically investigates the cinematic construction pathways and cultural significance of ICH short-form videos through text analysis, semiotic interpretation, and case study analysis of 57 video works by Shanbai, a leading ICH creator on Douyin. This study reveals how media technologies reconfigure mnemonic landscapes through emotional narratives, symbolic activation of collective memory, immersive strategies, and user-platform synergies to enhance ICH engagement. The study concurrently identifies that while short-form video platforms expand memory dissemination through bullet comment interactions and co-creation mechanisms, they face crises of “memory simulacrum” from excessive aestheticization, potentially leading to oversimplification of technical complexity and cultural profundity. This research addresses theoretical gaps in micro-level cinematic construction within cultural memory studies, provides theoretical frameworks for digital ICH transmission, and recommends future investigations incorporating multi-platform data analytics and audience reception studies to deepen understanding.

Keywords: Cultural Memory Theory; ICH-Themed Short-Form Videos; Shanbai; Visual Construction; Mediated Communication
Published: July 11, 2025
DOI: 10.54254/2753-7064/2025.BO25055
Volume: CHR Vol.71
pp. 109-118
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