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Arts & Communication Strategies for handicraft video cognition

and presentation methods of existing short videos on 2.2.2. Category construction
traditional handicrafts. The principal researcher spent The academic community has adopted varied perspectives
1 – 2 h daily viewing short videos related to traditional on the classification of short videos featuring traditional
handicrafts on the Douyin platform. Douyin was selected handicrafts. Scholars such as Sun Ziping and Fan
as the primary source of the study samples because it has Chuanguo have conducted intensive observations and
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become the predominant hub for traditional handicraft analyses of short videos on platforms such as Douyin,
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short videos. The platform hosts specialized accounts Kuaishou, and Weishi and have classified such videos
focusing on specific traditional crafts and includes based on their thematic content into daily records, craft
comprehensive accounts introducing discrete traditional documentaries, and narrative exhibitions. Another group
crafts. In addition, Douyin features a diverse array of of scholars has followed Wang Jushan’s classification
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content creators, both professional and amateur. method for visual ICH artifacts and has followed the
2.2.1. Sample selection creative approach perspective to categorize ICH-related
short videos into primary, secondary, and embedded
The “Revitalization Plan for Traditional Crafts of China” types.
defines traditional handicrafts as crafts and products
that possess historical heritage, reflect ethnic or local This study conducted participatory observations of
characteristics, are closely related to daily life, and rely traditional handicraft short videos on the Douyin platform
primarily on manual techniques for their production. and integrated the stated classification methods to posit
the three major content-based categories shown in Table 2.
These crafts exhibit unique creativity and personalized
production and cannot be replaced by industrial It thus grouped short videos on traditional handicrafts as
manufacturing. Thirty keywords were selected based emotion-triggering, purpose-oriented, and innovation-
on this definition and on popular traditional handicraft presenting.
categories listed in the “Douyin ICH Data Report” 2.2.3. Data analysis and results
(2022). Table 1 presents the selected categories, which
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included clay figurines, sugar figurines, dough figurines, The corresponding author and two graduate students
accomplished the coding process, before which the
and bamboo weaving.
corresponding author trained the coders and clarified
The Douyin platform restricted the viewing of 277 the tasks and other details apropos the coding process.
videos. Therefore, the Newrank data platform was utilized The coding was conducted intensively from March
for the sample selection to overcome the search limitations to May 2023 to ensure consistency and quality and
of Douyin. Newrank lists the top 500 videos for each enable the coders to adhere to identical standards and
keyword in descending order of likes, and the search methodologies. The three coders collaboratively reviewed
conducted for this study resulted in a total of 15,000 video any disputed coding results to achieve consensus. Table 3
samples. A systematic sampling method was applied to shows the unique characteristics of the three categories
ensure a scientifically objective sample selection and every of short videos on traditional handicrafts as highlighted
fifth video was selected to obtain 100 videos per keyword. by the results obtained from the study’s video coding
This process produced 3,000 valid video samples. analysis.

Table 1. Keywords for observational sample collection

No. Keyword No. Keyword No. Keyword
01 Clay figurines 11 Kesi weaving 21 Fan-making craft
02 Sugar figurines 12 Guangcai porcelain 22 Traditional papermaking
03 Dough figurines 13 Blue-and-white porcelain 23 Papercutting
04 Bamboo weaving 14 Jian ware 24 Thangka
05 Wood carving 15 Cloisonné 25 Iron painting forging
06 Stone carving 16 Miao silver forging 26 Sugar painting
07 Leather carving 17 Filigree and inlay 27 Cork painting
08 Nut carving 18 Batik 28 Mortise and tenon joint
09 Suzhou embroidery 19 Oil-paper umbrella 29 Traditional furniture making
10 Brewing techniques 20 Velvet flowers 30 Traditional incense making

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