Short Video Creation for Dissemination of Guangxi Zhuang Ethnic Clothing Culture in the Context of Self-Media

Abstract

With the development of the digital economy, the way cultural products are made and used by self-media has also changed. Short videos are short in length and have been popular in recent years, so now they are also being used to promote intangible cultural heritage and ethnic culture. Guangxi Zhuang ethnic clothing culture is a characteristic part of China's rich multi-ethnic culture and carries the accumulated wisdom, aesthetic sense and community identity of the Zhuang people over centuries. However, the current spread still faces some problems: Traditional transmission channels are geographically limited, younger generations have lost interest in traditional culture, there is a risk of losing the skills of craft inheritors, and the self-media environment contains many low-quality short videos with little cultural content. Based on the background information obtained from studies of traditional culture, questionnaires and semi-structured interviews have been conducted over the past few years to trace the development of Zhuang ethnic clothing culture from 1949 to the present; based on this, the distribution situation of top platform short-video content has been evaluated, problems in the content structure have been identified, and data-driven plans for new short-video creation for different consumer groups have finally been put forward. Based on the above analysis, under proper direction and a systematic plan for creative concepts, content targeting, promotion on various platforms, etc., short videos can be employed as main means to promote culture. This paper aims to provide both theoretical and practical support for the inheritance of living heritage in ethnic clothing culture in the era of self-media.