优秀的中国传统文化是国家和民族文化与精神层面的集中表达，它将自身独有的情志意蕴与短视频的媒介物质性相结合，为短视频创作提供了丰富的创意灵感与选题素材。作为当下视觉时代的“通用语言”，短视频打破文明交流的壁垒，以崭新的媒介形态和表达方式助力中国传统文化出海，使那些曾经沉淀于民间、尘封在记忆、凝结在博物馆中的“文化标本”被激活，通过无边界传播成为海外用户认知中国，读懂中国、与中国交往的重要窗口。然而，在信息全球化传播的浪潮下，传播者与受众之间的角色界限愈发模糊，图像化的知识社交内容生产新模式，虽为中国传统文化的海外传播提供了实践空间，但同时也带来了诸多严峻挑战，如“文化误读”“文化滥用”或者因传播语言不同而造成的“文化鸿沟”等问题。因此，本文旨在通过对中国传统文化短视频海外传播的内容与特点分析、效果影响因素与效果研究、现实困境与受众反馈等，探索出可持续化的海外传播路径。以期对中国传统文化短视频在海外传播过程中出现的受众范围有限、传播者动力不足与认知偏差、交流互动不充分等问题提出解决方案。

基于上述背景，本文从框架理论视角切入，结合社会学、心理学等相关理论，通过网络民族志、半结构化访谈、定量内容分析、案例分析等研究方法，围绕中国传统文化短视频在海外传播过程中的内容、效果与策略展开分析与研究。主要尝试回答以下问题：（1）优秀的传统文化短视频呈现出怎样的新形态特征？传播者在中国传统文化短视频的传播过程中如何与海外用户建立良好的交流与互动，有何意义？（2）中国传统文化短视频的内容建构新特征。（3）中国传统文化短视频海外传播效果的影响因素。（4）中国传统文化短视频在海外的传播效果分析。（5）短视频创作者在参与海外传播过程中遇到哪些困境，有何经验建议，如何优化发展路径，提升传播效果？（6）海外用户观看中国传统文化短视频的反馈。（7）受众需求视角下中国传统文化短视频在海外传播的问题与对策。

首先，针对短视频平台的188个优秀短视频创作者对中国传统文化内容的呈现方式和传播模式进行参与式观察和描述性统计分析发现：（1）媒介使用方面。大部分短视频创作者能够利用多模态信息表现形式呈现作品内容，并充分搭建新媒体矩阵扩大作品传播广度。（2）叙事策略方面。通过对日常生活的创意式表演，多利用非语言符号进行场景化、人格化和底层化叙事提升作品吸引力。（3）对话互动方面。充分利用多元对话模式形成互动仪式链。通过“图像+”模式，进行中国传统文化符号的视觉表达；通过“视频+”模式，与受众展开镜头下的文化交流；通过“智能+”模式，提升用户在现代技术赋能下的多维体验。

其次，在框架效果研究中，通过对TikTok平台1162个短视频作品的主题内容、发布者的身份属性、场景化建构及其评论区的互动情况进行定量内容分析发现：短视频作品的主题、播放时长、传播语言、中英文字幕及传统文化词汇的使用频率，这五个自变量对短视频海外传播的效果产生了显著影响。这一研究结果能够为短视频创作者的海外传播在内容创作，传播效果方面提供参考。同时，研究者通过海外用户的认知、情感和行为进行受众层面的效果评价，并构建出中国传统文化短视频传播效果的评价模型。根据数据形成的可视化结果显示，海外用户对中国传统文化短视频持有较高的关注度和兴趣，充分反映出中国传统文化在海外传播中具有一定市场潜力和广泛影响力。

最后，本文进一步通过深度访谈分析总结中国传统文化短视频在海外传播的实践困境与发展路径。在受众需求视角下，分析中国传统文化短视频海外传播的策略优化。一方面，通过访谈短视频传播者与短视频平台运营管理者的传播体验与实践困境，以个体环境、媒介环境、受众环境、政策环境和社会环境为切入视角，挖掘创作者在中国传统文化短视频的传播活动中存在的问题、积累的经验和持有的意见建议，并从微观、中观和宏观层面，以实践价值为导向，提出推动更多优秀的短视频创作者高效参与中国传统文化海外传播的路径与策略。另一方面，基于本文研究得出的结论，围绕影响传统文化海外传播效果的6个因素，提前选取一系列具有代表性的中国传统文化短视频作品，供海外受访者观看，并以此为前提开展深度访谈，总结他们对中国传统文化短视频的积极情绪、消极态度以及存在的问题，提出如何让海外用户从“陌生到熟悉”中国传统文化，以及如何让中国传统文化短视频从“作品到产品”，通过与现代潮流元素的结合，实现内在文化价值的转换等策略，以期为中国传统文化短视频的海外传播提供具有参考价值的意见与建议。

Traditional Chinese culture represents a distillation of the essence of the nation and its people, embodying a blend of emotional depth and ideological significance. When incorporated into the dynamic medium of short video content, it serves as a wellspring of inspiration, offering a rich tapestry for creative endeavors. In the visual age, short videos act as a universal language, transcending cultural barriers to facilitate the global propagation of traditional Chinese heritage in a fresh and engaging format. They breathe life into cultural relics from folklore, long-forgotten memories, and museum artifacts, becoming a gateway for international audiences to deepen their understanding of, engage with, and appreciate China through seamless cross-border communication. Nonetheless, in the age of rapid global information flow, the traditional roles of content creators and viewers have become increasingly fluid. The advent of image-driven social content creation presents an invaluable opportunity for the overseas promotion of traditional Chinese culture. However, it also poses serious challenges, such as "cultural misreading", "cultural abuse" or "cultural gap" caused by different communication languages. The objective of this study is to chart sustainable pathways for the dissemination of traditional Chinese culture through short video platforms, addressing issues such as limited audience reach, monotonous dissemination approaches, and inadequate avenues for communication and engagement in the overseas context.

Based on the above background, this article starts from the perspective of framework theory, combines sociology, psychology and other related theories, and uses online ethnography, semi-structured interviews, quantitative content analysis, case analysis and other research methods to analyze and study the content, effectiveness and strategies of short videos of traditional Chinese culture in the process of overseas dissemination. It mainly attempts to answer the following questions: (1) What are the new morphological characteristics of traditional Chinese culture short videos under the accounts of excellent short video creators? How to establish "emotional resonance" with overseas users in the process of dissemination of traditional Chinese culture short videos, and what is the significance? (2) The new characteristics of content construction of traditional Chinese culture short videos (3) The influencing factors of the effect of overseas dissemination of traditional Chinese culture short videos (4) The analysis of the effect of overseas dissemination of traditional Chinese culture short videos (5) What difficulties do short video creators encounter in participating in overseas dissemination? What are the experience suggestions? How to optimize the development path and improve the dissemination effect? (6) The behavioral feedback of overseas users on traditional Chinese culture short videos (7) From the perspective of audience demand, the strategy research on the overseas dissemination of traditional Chinese culture short videos.

First of all, 188 outstanding short video creators on short video platforms conducted participatory observation and descriptive statistical analysis on the presentation mode and communication mode of Chinese traditional cultural content: (1) Media Usage: The majority of short video creators are able to utilize multimodal information presentation to showcase their content effectively and strategically construct a new media matrix to expand the reach of their work. (2) Narrative Strategies: By creatively incorporating everyday life experiences and leveraging non-verbal symbols for contextual, personalized, and nuanced storytelling, creators enhance the appeal of their content. (3) Dialogue and interaction. Make full use of multiple dialogue modes to form interactive ritual chains. Through image + pattern, the visual expression of traditional Chinese cultural symbols is carried out; Through the video + mode, we can carry out cultural exchange with the audience under the camera; Through the intelligent + mode, enhance the multi-dimensional experience of users enabled by modern technology.

Furthermore, in the framework effect research, a quantitative content analysis of 1,162 short video works on the TikTok platform was conducted, examining the thematic content, characteristics of the creators, contextual construction, and interaction patterns in the comments section. It was found that: themes of the short videos, duration of play, language of dissemination, frequency of use of Chinese and English subtitles, and traditional cultural vocabulary usage significantly impact the effectiveness of overseas dissemination of short videos. This research result can provide references for the overseas communication of short video creators in terms of content creation and communication effect, and provide references for building personal brand influence. In addition, the researchers evaluated the effect at the audience level through the cognitive emotion and behavior of overseas users, and built an evaluation model of the communication effect of short videos of Chinese traditional culture. According to the visualization results formed by the data, overseas users have relatively high attention and interest in short videos of Chinese traditional culture, which fully reflects that Chinese traditional culture has certain market potential and extensive influence in overseas communication.

Finally, this paper further summarizes the practical dilemma and development path of the overseas dissemination of short videos of Chinese traditional culture through in-depth interview analysis. From the perspective of audience demand, it analyzes the strategy optimization of overseas communication of short videos of Chinese traditional culture. On the one hand, through combing, summarizing and concluding the interview data of short video communicators and short video platform operators, taking individual environment, media environment, audience environment, policy environment and social environment as the starting point, this study explores the problems, accumulated experience and opinions held by creators in the dissemination of traditional Chinese culture short videos in China. From the micro, meso and macro levels, guided by practical value, this study proposes paths and strategies to promote more outstanding short video creators to participate effectively in the overseas dissemination of traditional Chinese culture. On the other hand, based on the conclusions drawn from this study, focusing on the six factors that affect the effectiveness of overseas dissemination of traditional Chinese culture, a series of representative short videos of traditional Chinese culture are selected in advance for overseas respondents to watch. Based on this premise, in-depth interviews are conducted to summarize their positive emotions and negative attitudes towards traditional Chinese culture short videos. This study also proposes strategies for how to make overseas users "familiar with" traditional Chinese culture from "strangers", and how to make traditional Chinese culture short videos "products" from "works", through combining with modern trend elements to achieve the transformation of intrinsic cultural value. This study hopes to provide valuable suggestions and recommendations for the overseas dissemination of traditional Chinese culture short videos in China.