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Arts & Communication Strategies for handicraft video cognition

viewers to understand and participate in the creation of time frames. However, traditional handicraft culture must
traditional handicrafts. For instance, Wang Lanying is a be deconstructed and fragmented to align with the fast-
representative inheritor of the ICH of Chiping papercutting paced nature of short videos. Such disintegrated depictions
from Shandong province. She selects relatively simple can result in superficial and disjointed representations of
papercutting designs and films methods and processes cultural content.
step-by-step, clearly detailing aspects such as paper
preparation, sketching, folding, and cutting (Figure 2). 2.3.3. Innovation-presenting
This approach encourages viewers to actively engage in the Videos designated to this category are extremely inventive
papercutting art experience. and feature novel expositions. Technology-enhanced
In addition, videos focusing on disseminating presentation methods reflect a pioneering aspect of such
knowledge about traditional handicraft culture are videos. The rapid proliferation and ongoing evolution of
predominantly produced by local governments, ICH 5G technology have fostered the emergence of “panvideo”
transmission centers, and professional multichannel and “supervideo” short video dissemination models that
networks. This study’s analysis of the collected sample data incorporate diverse and layered interactive design elements.
indicates that such videos constitute more than a quarter These components include animation effects, prop stickers,
of all purpose-oriented videos and concentrate principally background music, and community topics and inspire
on comprehensively introducing traditional handicraft unique online audiovisual formats. For instance, Dian
culture and presenting accounts of their transmission. Such Shi Digital’s 2022 animation video “Prosperity Returns,
short videos are extremely high quality and exhibit high See Chang’an Again” utilized motion capture and special
production standards. They resemble mini-documentaries effects computing to disperse the colors of the Peking
and utilize professional-level filming techniques and Opera costumes through the movements of the actors,
camera work to deliver visual experiences. merging them with liquid paint flows (Figure 3). This
esthetically pleasing short video became quite popular on
Overall, the core contents of short videos on traditional
handicrafts primarily entail craft demonstrations and the Douyin’s trending list.
dissemination of cultural knowledge. Videos produced by The innovation-presenting category of short videos also
artisans tend to focus on the authenticity of traditional crafts explores novel narrative methods to resonate emotionally
and aim to convey the intrinsic value of the handicrafts. with viewers: for instance, they employ plot performances
In contrast, official production agencies emphasize the to depict the creation processes of handicrafts and highlight
atmosphere, refine narratives to achieve artistic effects, their problem-solving abilities. These videos often adopt
and present traditional handicraft culture from wider the conflict–resolution–happy ending narrative structure
perspectives. Both approaches share the goal of directly and augment their visual appeal through ensemble
showcasing the essence of traditional handicrafts in limited performances. However, the strategy of intensifying

Figure 2. Short video tutorial on papercutting by Wang Lanying. Reprinted with permission of Wang Lanying. https://v.douyin.com/iATc7FMB/xFU:/06/28
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Volume 3 Issue 2 (2025) 5 doi: 10.36922/ac.3252