Page 147 - AC-3-2

Arts & Communication Strategies for handicraft video cognition

Narrative perspectives influence how viewers the generated content significantly lacks the effective
subjectively experience and perceive video content. articulation of cultural value. In terms of Wang Jushan’s
A first-person anthropomorphic perspective can provide classification of ICH imagery, the currently disseminated
11
an immersive experience, foster emotional engagement, traditional handicraft short videos can be categorized as
and inculcate a sense of identification. In contrast, a original, derivative, and integrated.
third-person perspective can yield a broader view and Original creations strive to authentically represent
allow viewers to understand the cultural and technical traditional crafts. They focus on skill demonstrations and
backgrounds of crafts from an objective standpoint, exploit behind-the-scenes narrative strategies to succinctly
enhancing the authority and persuasiveness of the content.
showcase the essence of traditional crafts in limited
2.4.4. Representational elements timeframes. However, traditional craft culture must be
dissected and distilled to adapt to the concise rhythm
The representational elements of the short videos primarily typical of short videos. Thus, the cultural content depicted
include visual and auditory components. Visual elements in the imagery of such videos often appears shallow and
include video thumbnail designs, color usage, and the fragmented.
layout of images and text labels (subtitles). These elements
collectively enhance the visual perceptions of viewers, Derivative creations often blend storytelling with
guide their attention, and increase the legibility and appeal elements of popular culture or topical social issues to
of the presented information. Auditory elements such as better connect with audiences. For instance, creators such
voiceovers, background music, and environmental sounds as the woodcarving artisan Lu Zhengyi on platforms like
create the atmosphere of the video. They engage viewers Douyin sculpt iconic anime characters from wood to
emotionally through their sound-related nuances and anime soundtracks to establish emotional ties with viewers
variations and add narrative unity and depth. and attract their interest. The broad entertainment appeal
of this approach can divert from the fundamental goal of
3. Problem statement safeguarding ICH and risks the audience misinterpreting
Representing traditional handicraft culture through the the cultural value of the showcased artifacts. 12
medium of short videos has evolved into a novel artistic Integrated creations are designed to elicit viral
form. This transformation reflects the efforts of the dissemination through the use of inventive strategies
creators of such videos to align their content with the exemplified by videos such as Li Ziqi’s “Brush, Ink, Paper,
unique characteristics of the dissemination channels and and Inkstone” series. These videos leverage traditional
audience preferences related to short videos. This study’s crafts such as papermaking and ink production to craft
11
participatory observation identified significant variability spaces filled with poetic serenity and evoke images of
in the quality of current traditional handicraft videos. an idealistic haven. This subtle yet profound technique
Commonly detected issues included excessive focus on helps audiences engage deeply with the intended cultural
entertainment-driven narrative styles, fragmented content, narratives. Nonetheless, the popularity of such videos
and homogenized video formats. can result in their adoption as standard models for
Information dissemination and cultural sharing audiovisual creation and can spawn waves of very similar
represent the core attributes of short videos on traditional and standardized short videos on traditional handicrafts.
handicrafts. The current state of such videos remains Such uniformity threatens the diversity of creative
suboptimal despite technological advancements facilitating expression and innovation and undermines the positive
content creation. This situation highlights a critical issue and sustainable evolution of cultural legacies. 13
for in-depth analysis: how can technological innovation be
sustained while ensuring that videos effectively transmit 3.2. Audiences: The impediment in the cognitive
the cultural values of traditional handicrafts without process of information
sacrificing their cultural depth? The sections that follow From the cognitive psychology perspective, the act of
will exhaustively explore such challenges and propose viewing videos by audiences entails interactive engagement
potential strategies to address them. with the contents of short videos on traditional handicrafts
so viewers can build suitable cognitive frameworks.
3.1. Communicators: A lack of effective cultural Such interactions encompass psychological phenomena
expression such as sensation, attention, memory, and reasoning.
Short video narratives on traditional handicrafts function Accurate cognition is unattainable if any of these elements
as key communicators in the process of preserving are compromised. Attentional barriers predominate:
14
and conveying the value of ICH artifacts. At present, consuming information demands viewer attention, and
10
Volume 3 Issue 2 (2025) 7 doi: 10.36922/ac.3252