Research On The Dissemination Strategy Of Intangible Cultural Heritage Of Folklore In Gansu Province

Intangible cultural heritage(hereinafter referred to as "intangible cultural heritage")as a cultural wealth,there are many kinds.General Secretary Xi Jin ping pointed out in the report of the Nineteenth National Congress that we must uphold cultural self-confidence,carry forward excellent traditional culture,and strengthen the protection and inheritance of cultural heritage.Folk intangible cultural heritage in Gansu Province has unique local characteristics and high cultural value,but the current situation of its protection and dissemination is not optimistic.This paper firstly defines the concept and explains the characteristics of Chinese intangible cultural heritage and folk intangible cultural heritage,and then mainly selects three national folk intangible cultural heritage items,namely Yugu costume of Sunan ethnic group,Qiqiao Festival custom of Xihe County and Zhuanglang gaotai,as research cases,and uses questionnaire survey and other methods for analysis.The research results show that: the three representative folk intangible cultural heritage in Gansu province in the communication of the existing problems are:the dissemination subject is single,the ability of communication is insufficient;the channels utilization rate is low,and the joint force is insufficient;ignoring the audience and failing to form mass communication;The content of communication tends to be homogeneous.Based on this the paper puts forward the constructive countermeasures for the dissemination of folklore intangible cultural heritage in Gansu province,namely:create an interactive dissemination subject;construct a multi-channel communication carrier integration system;the public voice gathers the whole people to spread;innovative communication content to create a folk intangible cultural heritage brand by studying the non-genetic inheritance and dissemination of folk heritage in Gansu province the current problems in dissemination are clarified,and optimization strategies are proposed to promote better dissemination of folk intangible heritage in Gansu province.