Research on audience perception and communication of intangible cultural heritage movies：an empirical analysis based on online review data
TAN Guoxin1， ZHENG Songyin2， HE Qimin1
(1.National Research Center of Cultural Industries， Central China Normal University， Wuhan 430079， China；2.School of Management Science and Engineering， Chongqing Technology and Business University， Chongqing 400067， China)
Abstract：With the help of data mining technology， the intangible cultural heritage movie Song of the Phoenix was taken as the research object， and 56 645 pieces of movie review data were captured from viewers on the Douban and Maoyan platforms. The content analysis method was utilzed to perform sentiment classification， word frequency analysis， and semantic network analysis of reviews， and the actual effect of using movies for intangible cultural heritage dissemination was investigated from the perspective of audience perception. The results are as follows. 1) Audiences are able to perceive intangible cultural heritage through movies. Mapping relationship exists between the three dimensions of movie perception (movie characters， stories， themes) and the three dimensions of intangible heritage perception (Intangible cultural heritage inheritor， space， value). 2) The factors of the viewers’ positive evaluation are mainly the plot， acting and the values conveyed by the film， and the factors of the negative evaluation are mainly the subject matter， publicity methods and the expressiveness of intangible cultural heritage. 3) The integrity of the film narrative and the authenticity of the scene make the audience generally have a deep perception， and arouse a large number of discussions and thoughts on the value of intangible cultural heritage. The path， content and emotional characteristics of the audience’s perception of intangible cultural heritage are revealed， with countermeasures and suggestions proposed for the production and dissemination of intangible cultural heritage movies.
谈国新,郑淞尹,何琪敏. 非遗题材电影观影者感知与传播研究——基于在线评论数据的实证分析[J]. 华中师范大学学报(自然科学版), 2022, 56(4): 603-612.
TAN Guoxin,ZHENG Songyin,HE Qimin. Research on audience perception and communication of intangible cultural heritage movies：an empirical analysis based on online review data. journal1, 2022, 56(4): 603-612.
2022, Vol. 56 
