Author(s)

Jin Yuwei ¹, Li Xiaoyan ¹, Chen Peipei ¹

Affiliation(s)

¹ School of Foreign Languages, Wenzhou Medical University, Wenzhou, 325000, China

Corresponding Author

Chen Peipei

ABSTRACT

The development of new media and the rapid rise of short video platforms have brought new opportunities and challenges to transmitting intangible cultural heritage (ICH).This paper analyzes the current situation of short video dissemination of Wenzhou ICH and accordingly constructs a path for living dissemination of ICH short videos on the SIPS model by exploring the effective interaction of the "inheritance chain" and "derivation chain" of cultural communication in four dimensions of SIPS: Sympathize, Identify, Participate and Share & Spread, which can help local ICH dissemination and provide a reference for achieving resonance between cultural inheritance and modern communication.

KEYWORDS

Short Video Dissemination, Intangible Cultural Heritage, SIPS Model

CITE THIS PAPER

Jin Yuwei, Li Xiaoyan, Chen Peipei, The Utilization of the SIPS Model for Short Video Dissemination of Local Intangible Cultural Heritage—Taking Wenzhou ICH as an Example. Media and Communication Research (2025) Vol. 6: 61-67. DOI: http://dx.doi.org/10.23977/mediacr.2025.060310.

REFERENCES

[1] Pan Li'an, Tang Jiawei. From Resonance to Sharing: The Communication Strategy of Chinese Traditional Culture on Douyin [J]. Media, 2020(03): 88-90.  
[2] Zhang Caixia. Communication Strategies for Intangible Cultural Heritage Tourism Short Videos Based on the SIPS Model [J]. Hebei Enterprise, 2022(07):121-123.
[3] He Yuqing. An Exploration of Short Video Dissemination of Chinese Traditional Culture in the Perspective of SIPS Modeling [J]. Journal of News Research, 2022(05):22-24. 
[4] Li Danyang, Wu Lina. Research on optimizing the effect of tourism short video marketing in Kaifeng City based on the SIPS model [J]. New Media, 2025(05):39-42.

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