Abstract
Traditional Chinese performing arts, with their profound history and rich cultural heritage, constitute an important part of China's intangible cultural heritage. The emergence of short videos has expanded the space for the performance and inheritance of traditional arts, facilitated the construction of cultural communication rituals, and reshaped the atmosphere of cultural exchanges. This provides a new pathway for the dissemination of traditional Chinese performing arts, which are centered on "rap and sing" performances. By analyzing the dissemination of the world's largest traditional Chinese performing arts exchange conference, "Majie Shuhui," on the Douyin platform, this paper reveals limited creative forces and a lack of innovation in dissemination content, resulting in insufficient overall dissemination effectiveness. Therefore, based on a comprehensive consideration of the characteristics of short videos and the dissemination of traditional Chinese performing arts, it is believed that the dissemination effect of short videos on traditional Chinese performing arts can be further enhanced through three aspects: incubating high-quality personal IPs, optimizing video quality, and tapping into emotional values.