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Arts & Communication Strategies for handicraft video cognition

Figure 3. Screenshot from the short video “Prosperity Returns, See Chang’an Again”. Reprinted with permission of Shenzhen Dianshi Digital Technology
Co., Ltd. https://v.douyin.com/iATTUK8t/05/27 can:/O@X.Mw

emotional appeal by means such as portraying suffering titles are pivotal to the ways in which users discover and
to elicit sympathy can cause polarized interpretations by engage with short videos.
the audience. For instance, the Douyin account Deshan
Handicraft Shop (Douyin ID: V_31701414) features videos 2.4.2. Structural elements
that often depict elderly individuals in worn clothing The structural elements of short videos on traditional
making handicrafts with voiceovers such as “Old man, handicrafts encompass their systematic arrangement
stop doing this; no one will care about you.” Such videos and presentation of contents related to the knowledge of
are meant to attract audience attention but can provoke traditional handicrafts knowledge. Logical and coherent
adverse reactions. Audience comments on such videos connections must exist between information presented
reveal their displeasure: some viewers of one such video in discrete videos. Essentially, the designing of structural
have suggested that it would collect likes in larger numbers elements entails presenting the complex knowledge
if the voice-over was removed; others have claimed that systems of traditional handicrafts to viewers in clear and
the more the voice-over discourages, the less they want easily understandable forms. Given the characteristics of
to engage. Such excessive manipulation to grab viewer short videos, the structural elements include the selection
attention through emotional exploitation undermines the and arrangement of traditional handicraft knowledge
content quality; it also risks fostering negative perceptions points as well as the cognition of how this knowledge can
of traditional handicraft. be effectively conveyed in a limited time.
2.4. Composition and design elements of short 2.4.3. Narrative elements
videos on traditional handicrafts Narrative elements function crucially to organize and
2.4.1. Thematic elements present video content in a manner that enhances the
effectiveness of information transmission. Thus, they
Thematic elements encompass the titles and central incorporate aspects such as narrative structures and
messages of short videos; they establish the direction and perspectives. Narrative structures dictate how handicraft-
focal point of content dissemination. From the perspective related knowledge is organized in a video. For example, a
of communication studies, the titles of videos are crafted linear narrative structure would unfold chronologically
with precision and care. They serve as a primary tool for and thus help viewers better and more logically grasp the
attracting audience attention and significantly shape the evolution of handicraft culture. More complex narrative
initial perceptions of the video content. In addition, the structures such as accounts that are multiline or include
titles act as vital channels of knowledge dissemination. flashbacks can reveal the multidimensionality and nuances
Moreover, they function as cultural tags in the domain of of handicraft-related knowledge and can thus enrich the
self-media and help users navigate and identify specific experiential understanding of viewers.
content from the vast flow of video information. Thus,

Volume 3 Issue 2 (2025) 6 doi: 10.36922/ac.3252