Evaluation And Strategy Optimization Of The Regional Disparity Of Intangible Cultural Heritage Network Communication In Yangtze River Delta

The integrated development strategy of the Yangtze River Delta has created an important historical opportunity for the Yangtze River Delta to build cultural brands with international influence.Culture development is an important part of the integration strategy in the Yangtze River Delta.Intangible cultural heritages in the Yangtze River Delta,as the reality condensation of traditional cultural live transmission,is an important link to realize regional cultural connection and coordinated development.Besides,the three provinces and one city in the Yangtze River Delta have close geographical location,homologous traditional social culture,similar production and lifestyle,universal artistic presentation forms,and complementary economic and cultural endogenous resources,has the conditions of strategic cooperation in cultural communication.Realistically,there is a big communication gap in the network communication of intangible cultural heritage in the Yangtze River Delta among four regions of three provinces and one city,among ten categories of intangible cultural heritage and among six categories of media.The communication concept of intangible cultural heritage needs to be updated urgently,and it is difficult to solve the gap problem by relying on the way of the four local governments acting independently.Therefore,it is necessary to upgrade the communication concept,coordinate the government communication,highlight local characteristics and other aspects to effectively change the present situation.From the existing research point of view,although there are extensive researches on the dissemination of intangible cultural heritage at present,most of them are carried out from the micro or macro perspective,and few of them are studied from the meso level and from the perspective of the comparison of communication power gap and inter-governmental synergy,and few of them are quantitative analysis of the media volume and dissemination of intangible cultural heritage based on the regional level.How to solve the big gap and multiple obstacles to the network communication of intangible cultural heritages in the Yangtze River Delta,how to promote the collaborative communication of intangible cultural heritages in the Yangtze River Delta with the help of the integrated development strategy of the Yangtze River Delta,and how to improve the regional intangible cultural heritages broadcasting power are all difficult problems faced by non-genetic broadcasting in the Yangtze River Delta,and how to promote the coordinated communication of intangible cultural heritages in the Yangtze River Delta with the help of the development strategy of the Yangtze River Delta integration to improve the communication power of regional intangible cultural heritages,are the challenges facing the communication of intangible cultural heritages in the Yangtze River Delta.Based on the above-mentioned problems and research status,the first chapter defines the connotation of intangible cultural heritages network communication,its media volume and inter-governmental gap,and uses Lasswell’s “5W” communication theory and synergy theory to build the theoretical basis.The second chapter establishes the three dimensions of evaluation from media types,regional attributes and intangible cultural heritage categories,and takes the sound volume of six media platforms of traditional media,integrated website media and mobile media as the primary and secondary indicators of the evaluation system,and construct an evaluation framework of the regional gap of intangible cultural heritage network communication in the Yangtze River Delta based on the perspective of media volume.The third chapter,based on the measurement of media volume by big data mining and analysis method,the overall gap of intangible cultural heritage communication,the gap of media types and the gap of intangible cultural heritage categories among the Yangtze River Delta regions are evaluated separately and crossly,and the network communication gap of three provinces and one city in the Yangtze River Delta and its ten categories of intangible cultural heritage is obtained.The fourth chapter,combined with the gap and practical problems of the network communication of ten categories of intangible cultural heritage in three provinces and one city in the Yangtze River Delta,puts forward the optimization strategy of the network communication of intangible cultural heritage in the Yangtze River Delta.Namely,upgrade communication concept,accelerate resource flow and establish new communication advantages;The government should cooperate to establish the regional coordination mechanism of intangible cultural heritage dissemination in the Yangtze River Delta;Highlight the characteristics and promote the local differential dissemination of intangible cultural heritage in the Yangtze River Delta.The evaluation of the regional intangible cultural heritage network communication gap in the Yangtze River Delta and the inter-governmental synergy communication not only echo the national strategy of integration in the Yangtze River Delta,but also are important measures to narrow the regional gap of intangible cultural heritage network communication,strengthen regional cultural identity,and promote cultural exchanges and intangible cultural heritage communication.