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Arts & Communication Strategies for handicraft video cognition

Table 2. Coding and definitions of short video samples on traditional handicrafts
Category Subcategory Definition
A. Emotion- triggering A1. Celebrity-related Video content combined with pop culture or socially trending topics to evoke
A2. Film and television-related certain emotions in viewers and thus create a closer connection with them
A3. Hot news-related
A4. Motivating words-related
B. Purpose-oriented B1. Outcome-focused Video content showcasing craft items and their derivatives
B2. Process-focused Video content elucidating the processes of making craft items
B3. Economics-focused Video content aimed at selling traditional handicrafts and their derivatives
B4. Tutorial-focused Video content offering targeted step-by-step explanations of the craft
B5. Narrative-focused Video content providing a comprehensive introduction to traditional handicrafts
C. Innovation-presenting C1. Innovation-focused Video content displayed using creative techniques
C2. Plot performance-focused Video content featuring simple plot performances intended to garner audience
sympathy for traditional handicrafts or craftsmen

Table 3. Content‑based classifications of short videos on audience engagement is central to media competition.
traditional handicrafts and their respective proportions Social hotspots and entertaining content can pivotally
attract traffic in the current fast-paced media environment
Category Number and subcategory Sample Proportion
size (%) due to their high entertainment value and sensory appeal.
A. Emotion- A1. Celebrity-related 120 4.0 Emotion-triggering videos accounted for around one-fifth
triggering A2. Film and television-related 111 3.7 of the study sample and were significantly more popular
than other categories, indicating that traditional artisans
A3. Hot news-related 113 3.7 tend to enhance the visual appeal and entertainment value
A4. Motivating words-related 317 10.5 of their videos. However, the pursuit of highly stimulating
B. Purpose- B1. Outcome-focused 1,317 43.9 content for such videos can sometimes cause their cultural
oriented B2. Process-focused 1,654 55.1 depth and artistic value to diminish. Thus, this trend
B3. Economics-focused 399 13.3 toward entertainment could undermine the original
B4. Tutorial-focused 168 5.6 objective of cultural preservation and could lead to public
misunderstanding of the cultural inheritance.
10
B5. Narrative-focused 756 25.2
C. Innovation- C1. Innovation-focused 827 27.6 2.3.2. Purpose-oriented
presenting C2. Plot-performances-focused 133 4.4 Purpose-oriented videos are created to achieve specific
Note: Generally, individual short videos on traditional handicrafts goals, including showcasing (B1, B2), commercial
tended to incorporate rich content; thus, overlaps or repetitions were monetization (B3), and education (B4, B5). The first
common in the classification of the study samples.
subcategory of showcasing videos is closely connected to
the production of traditional handicrafts. These videos
2.3. Content-based classifications of short videos on typically document crafting processes or depict finished
traditional handicrafts products using the documentary style.
2.3.1. Emotion-triggering The second subcategory of commercial videos primarily
Creators of this type of video aim to evoke specific emotions exhibits traditional handicrafts and their derivatives to
in the audience, fostering a closer connection with attain economic value. Such videos often include links
viewers and quickly garnering significant attention. For to products or announce live stream schedules. This
example, the wood carving artist Lu Zhengyi transforms subcategory accounts for 13.3% of the total video samples
blocks of wood into iconic anime characters on Douyin and reflects the trend toward the marketization and
with anime music playing in the background. Thus, popularization of traditional handicrafts.
traditional handcrafted items become carriers of anime Educational videos comprise the third subcategory.
imagery, which establishes an emotional bond with the These videos simplify the crafting process or provide a
audience and results in widespread attention for the ICH detailed breakdown of the steps entailed in the creation
practitioner. From a communication studies perspective, of the concerned craft. Thus, they make it easier for

Volume 3 Issue 2 (2025) 4 doi: 10.36922/ac.3252