A Review of Homuwu Ding Artifacts in Douyin Short Videos

The preservation and dissemination of intangible cultural heritage have increasingly relied on digital communication technologies due to the rapid development of social media platforms and digital cultural practices. As one of the most representative bronze artifacts of ancient Chinese civilization, the Houmuwu Ding embodies significant historical, artistic, and cultural values associated with the Shang Dynasty bronze culture. However, the traditional approaches of cultural heritage communication, including museum exhibitions and academic publications, often face limitations in reaching younger generations and global digital audiences. Short video platforms, particularly Douyin, have provided new opportunities for cultural heritage communication through visual storytelling, interactive participation, and algorithm-driven content distribution. Nevertheless, the lack of systematic guidelines for producing short videos related to Chinese bronze artifacts remains a critical challenge.
This literature review aims to examine existing research on intangible cultural heritage preservation, digital heritage communication, short video cultural dissemination, and the representation of Chinese bronze artifacts in digital environments. A thematic literature analysis approach was employed to review academic publications from international and Chinese databases, including studies related to digital heritage preservation, social media communication, cultural storytelling, and museum digital transformation. The findings indicate that effective digital dissemination of cultural heritage requires a balance between historical authenticity, visual attractiveness, audience engagement, and platform adaptability. Existing studies have primarily focused on general digital preservation strategies, while limited attention has been given to developing practical communication guidelines for specific cultural objects such as the Houmuwu Ding.
Based on the reviewed literature, this study proposes a conceptual framework for developing Douyin short video guidelines for Houmuwu Ding bronze artifact dissemination. The framework emphasizes cultural accuracy, visual narrative design, educational value, audience interaction, and digital platform optimization. The study contributes to the field of digital cultural heritage communication by providing theoretical foundations for future guideline development and supporting the sustainable transmission of Chinese bronze culture in contemporary digital environments.

Houmuwu Ding; Intangible Cultural Heritage; Douyin Short Video

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