Douyin Platform Non-Legacy Dissemination in the Case of Dunhuang Painting Institute to Explore the Practice of Culture in the Era of New Media

Abstract

With its unique artistic style, deep cultural significance, and historical value, Dunhuang culture has captivated numerous enthusiasts and tourists. In the current environment, integrating Dunhuang intangible cultural heritage (ICH) with new media elements is a challenging task. Particularly, how to effectively promote and spread the Dunhuang ICH to a wider audience through platforms like Douyin, in order to make more people understand and appreciate Dunhuang ICH, has become a new issue faced by the Dunhuang Research Academy’s short video platform management. This study employs the methods of literature analysis, survey questionnaires, and empirical research to explore the current status, issues, and strategies of promoting intangible cultural heritage by Dunhuang Academy on the Douyin platform. By analyzing literature and conducting surveys, we gain insights into users’ awareness and demands for Douyin and Dunhuang culture. With the aforementioned background, this article takes Dunhuang Research Academy as an example and focuses on the perspective of the Douyin short video platform to explore the promotion issues of Dunhuang intangible cultural heritage and provide optimization suggestions, aiming to provide reference for the subsequent promotional strategies of Dunhuang ICH. The results indicate that by disseminating and promoting Dunhuang intangible cultural heritage on the Douyin platform, it is possible to better capture the attention of young people, enhance public awareness and understanding of traditional culture, and provide new opportunities and challenges for the preservation and inheritance of intangible cultural heritage.