Investigating the Driving Mechanism of Intangible Cultural Heritage Short Videos Distribution in the New Media Environment

In the new media environment, short videos of intangible cultural heritage have the following characteristics: fragmentation, multimedia expression and instantaneous delivery. The creation of these videos draws on the discourse of multiple groups, and the content tends towards diversified narratives. The pursuit of the symbiotic development of traditional culture and modern heritage has given rise to a multi-subject, multi-channel and multi-faceted communication ecology. The article focuses on the dissemination of intangible cultural heritage short videos in the new media environment, exploring the internal driving forces of the three links: the subject of communication, the information itself, and the media carrier. The aim is to provide some references and guidelines for the optimal development of intangible cultural heritage short videos, as well as for the protection and inheritance of intangible cultural heritage.