AccScience Publishing / AC / Online First / DOI: 10.36922/ac.3252
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ARTICLE

Enhancing cultural cognition in handicrafts through short video strategies

Jingjing Wang1 ,  Yi Ji1* ,  Yan Yan1 ,  Gengxin Lin1 ,  Xiuhong Li1 ,  Yaojie Zhuang1 ,  Zhaowen Huang1
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1 The Art and Design Institute, Guangdong University of Technology, Guangzhou City, Guangdong, China
AC, 3252 https://doi.org/10.36922/ac.3252
Submitted: 25 March 2024 | Accepted: 25 October 2024 | Published: 28 November 2024
© 2024 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC-by the license) ( https://creativecommons.org/licenses/by-nc/4.0/ )
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Abstract

Digital technology is revolutionizing human relationships and lifestyles. Short video platforms are becoming essential channels for the dissemination of intangible cultural heritage (ICH). Traditional handicrafts represent a crucial element of ICH and are extremely culturally significant. However, short video contents generally focus on superficial production processes and neglects deeper cultural contexts. The cognitive schema theory can be leveraged to enhance the creation of short videos about traditional handicrafts and improve their practical value by aiming to intensify user understanding. The study methodology entailed a literature review, comparative analysis, participatory observation, and case analysis. A cognitive schema-based model was developed for video creation and validated through a case study on Guangcai porcelain. This model effectively organizes traditional handicraft knowledge and enhances cultural cognition through narrative and sensory design. The study findings deliver new theoretical and practical insights for the creation of short videos on traditional handicrafts and offer a reference for other cultural dissemination methods. Future research should explore the application of the cognitive schema theory across discrete cultural media channels to encourage innovation and expand the transmission of cultural heritage.

Keywords
Cognitive schema theory
Traditional handicrafts
Short videos
Funding
This paper is supported by the Guangdong Philosophy and Social Sciences Planning Project (GD23XLN07) and the Guangdong Science and Technology Innovation Strategy Special Project (PDJH2023 B0170).
Conflict of interest
The authors declare that they have no competing interests.
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Arts & Communication, Electronic ISSN: 2972-4090 Published by AccScience Publishing
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