A Study on the Discourse Construction of Intangible Cultural Heritage (ICH) Short Videos by Hebei’s Official Douyin Accounts from the Perspective of Multimodality

Xiaohan Li

Scirj Volume XIII, Issue X, October 2025 Edition
ISSN: 2201-2796

A Study on the Discourse Construction of Intangible Cultural Heritage (ICH) Short Videos by Hebei’s Official Douyin Accounts from the Perspective of Multimodality

Authors: Xiaohan Li

Abstract: China's Intangible Cultural Heritage (ICH) is a representative of traditional Chinese culture, while Hebei's ICH is one of its important components. Short videos related to ICH released on social media platforms, especially by official accounts, possess authority and influence, and can provide value orientation and public opinion guidance-thus playing a boosting role in ICH communication. This study collects ICH short videos released by Hebei's official accounts on the Douyin (a version of TikTok) platform since their establishment and constructs a self-built corpus, and classifies them into five categories based on content, theme, and presentation method. On this basis, relying on multimodal discourse analysis, the study constructs a discourse construction framework for short videos of Hebei's ICH in accordance with Fairclough's Three-Dimensional Analytical Model, and systematically analyzes the discourse strategies, discourse operation mechanisms, and discourse improvement strategies of the video. The study finds that various official accounts of Hebei actively release diverse types of ICH short videos, and construct a discourse system for ICH short videos through the synergy of multimodality. This not only promotes the inheritance, development, and international communication of Hebei's ICH, but also stimulates the audience's cultural emotions and guides the formation of a deep-level cognition of "protecting, preserving, and disseminating Hebei's ICH by means of digital technology". Based on these findings, the study further puts forward discourse improvement strategies regarding the current situation, aiming to optimize the discourse system of Hebei's ICH short videos and facilitate the inheritance and international communication of Hebei's as well as China's ICH.

Reference this Paper:
Xiaohan Li (2025). A Study on the Discourse Construction of Intangible Cultural Heritage (ICH) Short Videos by Hebei’s Official Douyin Accounts from the Perspective of Multimodality. Scientific Research Journal (Scirj), Volume XIII, Issue X, October 2025 Edition, Page 1-20.

Keywords: Hebei’s Intangible Cultural Heritage (ICH); Short Videos; Multimodal Discourse Analysis; Fairclough’s Three-Dimensional Analytical Model

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