Article Dans Une Revue Emerging Media Année : 2025

DOUYIN AND THE DIGITAL SPREAD OF INTANGIBLE CULTURAL HERITAGE: TRANSFORMING CULTURAL DISSEMINATION IN THE SHORT VIDEOS AGE

Résumé

Since 2019, Douyin (known as TikTok in the West) has shown a growing interest in culture and intangible cultural heritage (ICH), assuming an increasingly significant role in its promotion, aligned with the directives of the Chinese Communist Party. Based on a novel field study (22 interviews), this article analyzes the strategies for developing content offerings related to ICH, hypothesizing that the short video market is being shaped by the professionalization of its creators, supported by key values of the cultural industries and driven by AI-powered algorithms. Our study reveals the growing importance of this professionalization and the crucial role of MCN (Multi-Channel Network) agencies in coordinating and disseminating content, aiming to optimize results while minimizing risks. This raises the question of the transformation of the social media giant into a cultural industry. Douyin has successfully launched campaigns such as 'Intangible Heritage on Douyin', collaborated with local governments to showcase traditional crafts, and supported content creators specializing in cultural transmission.

Dates et versions

hal-05044904 , version 1 (24-04-2025)

Identifiants

Citer

Françoise Paquienséguy, Qian Guo. DOUYIN AND THE DIGITAL SPREAD OF INTANGIBLE CULTURAL HERITAGE: TRANSFORMING CULTURAL DISSEMINATION IN THE SHORT VIDEOS AGE. Emerging Media, In press, ⟨10.1177/27523543251344976⟩. ⟨hal-05044904⟩
404 Consultations
0 Téléchargements

Altmetric

Partager

  • More