Research on the Narrative Strategies and Communication Effects of Jiang Xunqian's Intangible Cultural Heritage Short Videos

Abstract

This study focuses on intangible cultural heritage (ICH) short video creator Jiang Xunqian, analyzing her narrative strategies and communication effects. The research finds that Jiang inherits and adapts the hero’s journey narrative model, enhancing the appeal of her works by omitting or merging certain stages and unevenly distributing time allocation. Additionally, she employs multi-dimensional narratives based on relationships such as master-apprentice, team, and audience. Using the "cognitive-affective-behavioral" framework to evaluate communication effects, the study reveals that her videos evoke strong emotional resonance but lack cognitive depth, while behavioral engagement is constrained by the inherent nature of ICH. Finally, the research proposes optimization pathways, including subverting conventional narratives and facilitating the transition from emotional engagement to action, providing insights for ICH short video dissemination.