TY - JOUR
KW - adult
KW - article
KW - Awareness
KW - conceptual framework
KW - cultural anthropology
KW - demographics
KW - Female
KW - human
KW - Inheritance
KW - interpersonal communication
KW - Learning
KW - male
KW - Middle Aged
KW - nonhuman
KW - praise
KW - questionnaire
KW - Social media
KW - videorecording
AU - Huimin Cao
AB - This work aims to delve into digital promotion strategies of the musical intangible cultural heritage on the TikTok short video platform and their impact. A comprehensive theoretical framework for questionnaire analysis is constructed by drawing on theories such as Digital Communication Theory, Uses and Gratifications Theory, Lasswell’s Five Factors Communication Theory, and Stimulus Organism Response theory. Subsequently, a questionnaire survey is conducted on participants’ perceptions of digital platforms, evaluations of promotional methods, and the role of digital communication in learning and engagement. This aims to gain insights into their awareness of musical intangible cultural heritage and their perspectives on digital communication. Finally, the data from the questionnaire are organized and analyzed. The findings suggest that users generally have a positive overall evaluation of digital promotion channels. They particularly praise user engagement and utilization of TikTok special effects and sound. In addition, respondents demonstrate a widespread awareness of musical intangible cultural heritage content on digital platforms, with the majority indicating “very familiar” and “relatively familiar”. Regarding promotional effectiveness, digital communication significantly contributes to increased attention, awareness, dissemination effects, expanding audience demographics, and enhancing engagement. This work provides empirical support for the promotion of musical intangible cultural heritage on digital platforms, and emphasizes the crucial role of digital communication in the inheritance and promotion of intangible cultural heritage.
DO - 10.1038/s41598-025-09723-3
M1 - 1
N1 - Type: Article
N2 - This work aims to delve into digital promotion strategies of the musical intangible cultural heritage on the TikTok short video platform and their impact. A comprehensive theoretical framework for questionnaire analysis is constructed by drawing on theories such as Digital Communication Theory, Uses and Gratifications Theory, Lasswell’s Five Factors Communication Theory, and Stimulus Organism Response theory. Subsequently, a questionnaire survey is conducted on participants’ perceptions of digital platforms, evaluations of promotional methods, and the role of digital communication in learning and engagement. This aims to gain insights into their awareness of musical intangible cultural heritage and their perspectives on digital communication. Finally, the data from the questionnaire are organized and analyzed. The findings suggest that users generally have a positive overall evaluation of digital promotion channels. They particularly praise user engagement and utilization of TikTok special effects and sound. In addition, respondents demonstrate a widespread awareness of musical intangible cultural heritage content on digital platforms, with the majority indicating “very familiar” and “relatively familiar”. Regarding promotional effectiveness, digital communication significantly contributes to increased attention, awareness, dissemination effects, expanding audience demographics, and enhancing engagement. This work provides empirical support for the promotion of musical intangible cultural heritage on digital platforms, and emphasizes the crucial role of digital communication in the inheritance and promotion of intangible cultural heritage.
TI - Exploring the promotion of musical intangible cultural heritage under TikTok short videos
UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-105009541955&doi=10.1038%2fs41598-025-09723-3&partnerID=40&md5=9d1a474a2a8f3add09f0c71bd6cec71c
VL - 15
ER -