PROGRAMMING STYLES AND CULTURAL IDENTITY IN HISTORICAL MUSEUM SHORT VIDEOS: A QUALITATIVE STUDY OF CHINA’S DIGITAL HERITAGE COMMUNICATION

Xin Li; Sastra Laoakka; Chalermwong  Thampichitsuek

ผู้แต่ง

Xin Li Faculty Fine-Applied Arts and Culture Science, Mahasarakham University
Sastra Laoakka Faculty Fine-Applied Arts and Culture Science, Mahasarakham University
Chalermwong Thampichitsuek Faculty Fine-Applied Arts and Culture Science, Mahasarakham University

คำสำคัญ:

Museum Short Videos, Digital Heritage, China, Programming Styles, Cultural Identity

บทคัดย่อ

This study examines how programming styles in short-form museum videos contribute to cultural identity construction in China. Employing a qualitative research design, the study integrates textual analysis of 20 museum-related short videos with semi-structured interviews (n = 30) and focus group discussions (n = 16). The sample consisted of audiences aged 18–35 who actively engage with digital heritage content on short-video platforms. Data were analyzed through structured coding procedures and thematic analysis to identify recurring stylistic patterns and identity-related responses. The findings reveal three analytically distinct dimensions of identity construction. First, didactic narration supports cognitive recognition by reinforcing institutional authority and historical credibility. Second, immersive dramatization facilitates emotional resonance, fostering affective connection to cultural heritage. Third, participatory affordances such as danmu and remix practices enable symbolic participation, allowing audiences to negotiate cultural meaning within digital environments. The study demonstrates that programming style functions not merely as an aesthetic feature but as a mediating mechanism shaping how heritage is interpreted and internalized in platform-based communication contexts.

เอกสารอ้างอิง

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