Communications in Humanities Research ISSN: 2753-7072
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Research Article

Guardianship and Curiosity: A Study on Differences in Cultural Stance among Audiences of Intangible Cultural Heritage Short Videos

Xinyi DongShanghai University of Political Science and Law*

* Corresponding author: [email protected]

Abstract

The rapid growth of short video platforms has drawn significant public attention to the dissemination and preservation of Intangible Cultural Heritage (ICH). This study examines the divergence in cultural stances among ICH short video audiences, with a particular focus on “cultural guardians” and “cultural tourist”. By analyzing their preferences in video content, discursive interactions, and underlying value orientations, this paper explores the cultural roots and formative mechanisms of such stance differentiation. Findings reveal that the cultural logic of tourists aligns more closely with mainstream consumerism, whereas guardians adhere to a “minority” stance that emphasizes authenticity and historical continuity. This distinction reflects a micro-level tension between tradition and modernity within the digital cultural environment. Although the two groups exhibit clear differences, they are not entirely oppositional. Their ongoing interaction, communication, and negotiation illustrate the coexistence of multiple cultural stances in the digital public sphere. However, Over- spectacle may disengage ICH skills from their original context, reducing them to mere “performative displays.” Ultimately, the enhancement of cultural belonging and the stimulation of “cultural resonance” depend on users’ sustained participation in ICH communication.

Keywords: Intangible Cultural Heritage; ICH short videos; cultural stance; cultural differences; audience research
Published: November 5, 2025
DOI: 10.54254/2753-7064/2025.NS29171
Volume: CHR Vol.98
pp. 57-65
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