Media Dissemination Path and Countermeasures of Yutong Culture in Tiktok Short Videos

Abstract

"Yutong" is a concept integrating ethnic groups, culture, and region, embodying rich cultural heritages such as language, clothing, folk songs, and embroidery. This study investigates the current status of Yutong culture's dissemination on short video platforms. The research finds that multiple stakeholders have jointly constructed the cultural landscape of the Yutong ethnic group from auditory and visual perspectives. However, due to issues such as overly homogenized content, uneven production levels, and limited dissemination scope, the effectiveness of cultural dissemination is limited. Based on this, this paper proposes innovative paths such as systematic content planning, professional production enhancement, and collaborative dissemination mechanism construction, providing countermeasures and suggestions for the media dissemination of Yutong culture in Ganzi.