How to use new media to publicize intangible cultural heritage?

In the new media era, the storage and dissemination of information has the characteristics of digitalization, timeliness and interaction, which affects all aspects of social production quickly and effectively. Fully applying the timeliness and extensiveness of new media communication to the protection of intangible cultural heritage can make our work of inheriting intangible culture more influential.

1, using various media to carry out publicity and promotion activities for the protection of intangible resources.

Digital exhibition mode and fission communication of online media are important ways to revive and popularize intangible cultural heritage among the younger generation. On the one hand, using all kinds of new media to report related activities, let intangible culture enter the public at close range for the first time. Online activities such as video exhibition and essay contest with the theme of "My Story and My Heritage" can be carried out through WeChat official account, Weibo, Tik Tok and other media to stimulate the public's enthusiasm for participating in the activities. At the same time, we should pay attention to the interaction with the public on the new media platform, so that the public can have more sense of participation, thus shortening the sense of distance between intangible culture and the public. On the other hand, through blockchain, 5G, AI and other technical means, traditional intangible cultural skills are combined with new media, giving new elements and meanings to traditional culture.

2. Develop peripheral products of intangible cultural heritage.

Increase investment, encourage the planning and development of intangible creative derivative products, and further stimulate the vitality of intangible resources. Intrinsic cultural value and external image quality are the two core elements of non-legacy creative products.

Taking traditional handicraft skills as the breakthrough point, through cultural and artistic packaging, its derivatives are combined with real life to show intangible cultural elements. At the same time, before intangible creative products are put on the market, we should establish brand protection awareness, especially intellectual property protection awareness.

3. Use digital new media to enrich the forms of intangible cultural heritage.

Using digital new media technologies such as VR or 3D modeling and simulation technology to endow intangible cultural heritage with new ecology, promote the transformation and upgrading of intangible cultural products, and enhance the digital influence of intangible cultural heritage. On the one hand, the integration of knowledge maps, user portraits, self-media means and other intelligent technologies can realize the virtual reality of intangible culture, realize the all-round high-definition display of folk traditional cultural resources, promote the industrial performance of national folk customs or intangible cultural heritage, and enhance the attraction of intangible cultural projects. On the other hand, based on artificial intelligence technology, give full play to the interactive function of virtual reality, give non-legacy lovers a new experience, carry forward the humanistic connotation of non-legacy and realize the real inheritance of non-legacy skills.