The paper takes some representative Chinese cultural intangible cultural heritages as the research object. By means of keyword analysis,sentiment analysis and co-occurrence network analysis,and with the help of the “cognitive-emotional-behavioral” framework model,it first extracts the data of YouTube users who have been attracted by intangible cultural heritage short videos,and then analyzes the cross-cultural transmission effect of such short videos from the perspectives of communication context,communication means and communication subjects. The result shows that the YouTube users’ cognitive image of intangible cultural heritage is mostly positive,with a high awareness of traditional skills,folk literature,traditional sports,recreation and acrobatics;their emotional perception is primarily neutral and positive,involving Chinese cuisine,family life and culture,and pristine natural environments;their behavioral effects are specifically presented as intention to share,intention to buy,intention to learn and intention to travel. Such could be inspiring for the cross-cultural transmission of Chinese intangible cultural heritages in the future.
Key words
intangible cultural heritage /
cross-cultural transmission /
new media /
text mining
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