Modern Media Studies

MMS, Vol. 1, No. 2, 2025, pp.193-205.

Print ISSN: 3078-3151; Online ISSN: 3104-5049

Journal homepage: https://www.mmsjournal.com

DOI: Https://doi.org/10.64058/MMS.25.2.03

中国技艺类非遗纪录片海外受众接受要素研究

康倩倩（Kang Qianqian），李彩霞（Li Caixia）

摘要：非物质文化遗产作为中华文化的重要组成部分，通过纪实影像得以保存并输出海外，在全球化背景下产生巨大的影响力，六部技艺类非遗纪录片——《舌尖上的中国》系列、《老广的味道》系列、《我在故宫修文物》《中国手作》《天山脚下》《中华老字号》在YouTube上被各国受众热烈讨论。梳理此六部纪录片所有评论数据中的有效评论共8127条，运用扎根理论结合NVivo20软件对其进行质性分析，并据此构建“反馈—观念—制作”模型加以阐释，从受众视角探讨非遗纪录片的海外受众接受情况，并得出通过深入挖掘文化价值、优化叙事结构、提升技术规格和重视受众反馈来增强非遗纪录片国际传播力的建议。

关键词：非遗纪录片；国际传播；扎根理论；NVivo；受众接受

作者简介：康倩倩，宁波大学人文与传媒学院硕士研究生，研究方向：视听传播方向。电邮：1679440270@qq.com。李彩霞（通信作者），宁波大学人文与传媒学院副教授、研究生导师，研究方向：影视艺术与传播方向。电邮：licaixai1@nbu.edu.cn。

Title: Research on the Acceptance Factors of Chinese Craft-related Intangible Cultural Heritage Documentaries by Overseas Audiences

Abstract: Intangible Cultural Heritage (ICH), as an important part of Chinese culture, has been preserved and exported overseas through documentary images, which have had a huge impact in the context of globalization. Six skill-based ICH documentaries - A Bite of China series, A bite of Guangdong series, Masters In Forbidden City, Chinese Handicrafts, At the Foot of the Tian Shan, and China Time-honored Brand are being enthusiastically discussed by audiences in various countries on YouTube. After combing 8127 valid comments from all the comment data of these six documentaries, we use the grounded theory combined with the NVivo20 software to analyze them qualitatively and construct a model accordingly to explain them, to explore the acceptance of ICH documentaries by overseas audiences from the perspective of the audience, and to come up with suggestions to enhance the international communication power of ICH documentaries by digging into the cultural value, optimizing the narrative structure, upgrading the technical specifications, and attaching importance to the feedback from the audience. It also draws suggestions to enhance the international communication power of ICH documentaries by deeply exploring cultural values, optimizing narrative structure, improving technical specifications and emphasizing audience feedback.

Keywords: Intangible Cultural Heritage Documentary; International Communication; Grounded Theory; NVivo; Audience Acceptance

Author Biography: Kang Qianqian, Postgraduate Student, Faculty of Humanities and Media, Ningbo University. Research Interests: Audiovisual Communication. E-mail: 1679440270@qq.com。Li Caixia (Corresponding Author), Associate Professor and Graduate Supervisor, Faculty of Humanities and Media, Ningbo University. Research Interests: Film and Television Art and Communication. E-mail: licaixia1@nbu.edu.cn。

Received: 26 Sep 2025 / Revised: 01 Nov 2025 / Accepted: 05 Nov 2025 / Published online: 30 Nov 2025 / Print published: 30 Dec 2025