Research On The Communication Of The Tujia’s Intangible Cultural Heritage In Longshan County Under The Background Of The Construction Of The County-Level Media Center

Intangible cultural heritage(hereinafter referred to as "intangible cultural heritage")is a form of traditional cultural expression passed down from generation to generation by people of all ethnic groups and regarded as an integral part of their cultural heritage,as well as objects and places related to traditional cultural expression.It is an important carrier for the continuation of the spirit of the Chinese nation.With the development of national intangible cultural heritage protection,great achievements have been made.Longshan County in Xiangxi Prefecture has carried out the protection and inheritance of Tujia intangible cultural heritage for a long time under the guidance of the government.The intangible cultural heritage of Longshan Tujia has also attracted some attention,but the audience’s attention to the intangible cultural heritage is superficial and short-lived.At present,the construction of county-level financial media center across the country has begun to accelerate.Under this background,the intangible cultural heritage of Tujia ethnic group in Longshan has a new and positive communication ecology,but it also faces some communication difficulties.Under this background,the discussion on the communication of intangible cultural heritage of Tujia ethnic group conforms to the trend of the times.Taking the intangible cultural heritage of Tujia ethnic group in Longshan County of Xiangxi Autonomous Prefecture of Hunan Province as the specific research object,this paper first combs the current situation of the intangible cultural heritage communication of Tujia ethnic group in Longshan County under the background of the construction of the financial media center: combs the general situation of the intangible cultural heritage of Tujia ethnic group in Longshan County,combs and summarizes the main body,content,channel and effect of the intangible cultural heritage communication of Tujia ethnic group before and after the construction of the financial media center at the county level Changes in the environment.First of all,the county-level media has been integrated,and some enterprises have joined as new subjects,presenting the communication pattern of coexistence of multiple subjects,but the communication subjects are still scattered;in the communication channels,the financial media center has increased the number of media channels through investigation and integration,and at the same time,according to the different advantages and disadvantages of each channel,to achieve multi-channel cooperative communication In terms of communication content,we continue to expand the number of representative inheritors of Tujia Intangible Cultural Heritage Based on ethnic culture;under these changes,Longshan Tujia intangible cultural heritage has achieved further internal inheritance and obvious external communication effect.According to the current situation of the spread of Tujia intangible cultural heritage in the context of the construction of county-level financial media center in Longshan County,this paper analyzes the difficulties faced by Tujia intangible cultural heritage in the four aspects of communication subject,communication audience,communication content and communication channel,and explores the causes of the problems: in the main body of communication,due to the lack of overall guidance,the development of media integration at all levels in the county is hindered,leading to the spread of the main body In the dissemination of Tujia intangible cultural heritage culture,they are scattered and do not form a joint force;in the dissemination of the audience,due to the continuous influence of foreign culture,the mainstream media in the county do not play a good role in the media,ignoring the construction of the audience’s cultural confidence,which leads to the audience’s high interest in Tujia intangible cultural heritage culture,but it is difficult to form a deep understanding;due to the prevalence of consumerism With the aggravation of the influence of Pan entertainment,the financial media center formed by the deep development of media integration caters to the audience’s entertainment interest too much,which makes the intangible cultural heritage content distorted and presented to the audience in a superficial way,and the cultural connotation can not be well transmitted;due to the lack of financial support for the transmission of Tujia intangible cultural heritage,the construction of digital communication channel is difficult to start As a result,the spread scope of the intangible cultural heritage of the Tujia ethnic group in Longshan is difficult to expand,and the external spread is hindered,and the culture of the Tujia ethnic group in Longshan can not really "walk out" of Longshan.Finally,under the background of the construction of county-level financial media center,this paper puts forward the communication strategy of Tujia intangible cultural heritage in Longshan County.Based on the communication theories of "agenda setting" and "use and satisfaction",this paper analyzes the communication subject,audience,content and channel of the intangible cultural heritage of Tujia ethnic group in Longshan County,and tries to provide feasible suggestions for the communication of intangible cultural heritage of Tujia ethnic group in Longshan County under the background of the construction of county-level financial media center We should set up a reasonable agenda to guide the audience to pay attention to the intangible cultural heritage of the Tujia ethnic group in Longshan,and give full play to the power of the media,especially the media center,to build the ethnic cultural confidence of the audience;we should adhere to the principle of content as the king,and take animation,online games,Internet games,Internet games as the core Short video platform and webcast client can transmit profound intangible cultural heritage,so that the audience can be exposed to the cultural content of "temperature" and "soul".We should increase government support and strengthen the management of the intangible cultural heritage We should innovate the communication channels,build a special digital museum of the intangible cultural heritage of Tujia ethnic group in Longshan,actively communicate and cooperate with relevant institutions,and pass on the profound intangible cultural heritage of Tujia ethnic group in Longshan through the more influential digital platform.At the same time,the county-level financial media center should improve its own operation mode,realize self revenue generation,and actively learn the digital concept and technology of provincial cooperation platform To broaden the spread scope of Tujia intangible cultural heritage through digital communication channels.The county-level financial media center has a profound impact on the dissemination of traditional culture,including intangible cultural heritage culture.It has a clearer guidance for the dissemination of ideas,contents,channels and other aspects of intangible cultural heritage of Tujia ethnic group in Longshan County.Its own construction and development is also a dynamic and long-term process.Therefore,the communication strategies proposed in this study not only promote the better communication of Tujia culture in Longshan County,but also have positive reference significance for the current communication of minority culture in ethnic areas.