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Arts & Communication

ARTICLE
Enhancing cultural cognition in handicrafts

through short video strategies

Jingjing Wang , Yi Ji* , Yan Yan, Gengxin Lin, Xiuhong Li , Yaojie Zhuang,
and Zhaowen Huang
The Art and Design Institute, Guangdong University of Technology, Guangzhou City, Guangdong,
China

Abstract

Digital technology is revolutionizing human relationships and lifestyles. Short video
platforms are becoming essential channels for the dissemination of intangible
cultural heritage (ICH). Traditional handicrafts represent a crucial element of ICH
and are extremely culturally significant. However, short video contents generally
focus on superficial production processes and neglects deeper cultural contexts.
The cognitive schema theory can be leveraged to enhance the creation of short
videos about traditional handicrafts and improve their practical value by aiming to
intensify user understanding. The study methodology entailed a literature review,
comparative analysis, participatory observation, and case analysis. A cognitive
*Corresponding author: schema-based model was developed for video creation and validated through
Yi Ji
(jiyi001@hotmail.com) a case study on Guangcai porcelain. This model effectively organizes traditional
handicraft knowledge and enhances cultural cognition through narrative and
Citation: Wang J, Ji Y, Yan Y,
et al . Enhancing cultural cognition sensory design. The study findings deliver new theoretical and practical insights for
in handicrafts through short the creation of short videos on traditional handicrafts and offer a reference for other
video strategies. Arts and cultural dissemination methods. Future research should explore the application of
Communication. 2025;3(2):3252.
doi: 10.36922/ac.3252 the cognitive schema theory across discrete cultural media channels to encourage
innovation and expand the transmission of cultural heritage.
Received: March 25, 2024
1st revised: August 2, 2024
Keywords: Cognitive schema theory; Traditional handicrafts; Short videos
2nd revised: September 4, 2024
3rd revised: October 22, 2024
Accepted: October 25, 2024 1. Introduction
Published online: November 28,
2024 Technological advancements are reshaping societal relationships and lifestyles in the
current digital age, and short video platforms have become the primary means through
Copyright: © 2024 Author(s). which the public explores and appreciates intangible cultural heritage (ICH). China featured
This is an Open-Access article
distributed under the terms 1,557 national ICH projects by June 2022 with an impressive 99.74% representation on the
of the Creative Commons Douyin platform. Videos showcasing these ICH projects have accumulated a staggering
AttributionNoncommercial License, 372.6 billion views and garnered 9.4 billion likes. China’s diverse ICH categories range from
1
permitting all non-commercial use,
distribution, and reproduction in any folk literature, traditional music, and dance to traditional drama, storytelling, acrobatics,
medium, provided the original work folk art, traditional crafts, traditional medicine, and folklore. Traditional handicrafts are
is properly cited. notable as the most abundant among these classifications with 241 national-level projects.
Publisher’s Note: AccScience These traditional crafts embody the rich cultural elements of different eras, ethnicities, and
Publishing remains neutral with regions and serve as vital carriers of ICH. Short videos represent popular tools for mobile
regard to jurisdictional claims in
published maps and institutional information consumption. They offer users an active means of acquiring knowledge and
affiliations. introduce innovative channels for the transmission and preservation of traditional crafts

Volume 3 Issue 2 (2025) 1 doi: 10.36922/ac.3252