Journal of Dali University ›› 2022, Vol. 7 ›› Issue (11): 30-.

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A Research on Consumption Behaviors and Transmission Ｐaths of Hui Ｃulture in Ancient Villages in Southern Anhui in the Context of Short Video：Based on the Theoretical Analysis of SIPS Model

  

  1. （School of International Business and Tourism， Anhui Business College， Wuhu， Ａnhui 241002， China）

  • Online:2022-11-15 Published:2022-12-10

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Abstract:

〔Abstract〕 The Hui culture of ancient villages in southern Anhui is the epitome of Chinese excellent traditional culture， and it is the regional cultural symbol with local characteristics of Anhui. It is wise to conform to the era of short video communication in which everything is a medium， and to use new media to promote Hui culture's dissemination and innovation so as to practice cultural self-confidence. With the help of Nvivo11， the text content of Tik Tok users' comments is coded step by step， four emblem cultural symbols of Huizhou including architecture， natural scenery， cultural landscape and folk customs are extracted， and 8 Hui culture perceptual image attribute categories （parent nodes） are obtained， with 100 specific Hui culture symbol elements （child nodes） under each image attribute. Based on this， the content analysis method is used to analyze the consumption behavior of Tik Tok users of Hui culture from the two dimensions of perception and emotion， and combined with the SIPS model theory， building a short video communication model of Hui culture in ancient villages in southern Anhui. Under the logic main line of "resonance-confirmation-participation-sharing and diffusion"， a new path for the spread of Hui culture is proposed.

Key words:

〔Key words〕 short video, ancient villages in southern Anhui, cultural consumption, communication path, SIPS model