A Study On Status Quo And Effectiveness Of Cultural Heritage Communication

With the acceleration of China’s economic development, people’s wellbeing has been improved greatly. While satisfied on material needs, people’s cultural and spiritual needs began to increase. China is a profound country with5000-year cultural accumulation. From ancient times to nowadays, in addition to literary records, remains of cultural heritages are also an important element for culture spread. In Chinese concept, cultural heritage is classified into "tangible cultural heritage and intangible cultural heritage". These two classes are also called "material cultural heritage" and "non-material cultural heritage" in traditional sense. The protection and communication of cultural heritage is particularly urgent in a time of rapid economic development.In the past, cultural heritage communication was equal to publicity, and its protection was only a "task" set for government. However, with the time goes by, the big environment for intangible cultural heritage protection has been changed. The number of tangible cultural heritages surges and intangible cultural heritage spread faces great difficulties. Government sectors are no longer the only force required for solving these issues. Therefore, social forces step on the stage of cultural heritage protection and start to make their voices heard; their roles are more and more important. Group, as the most flexible and active part in the force is the subject of this paper.In January,2013, the author had the honor to participate in the research and writing of the Social Force in Cultural Heritage Communication--A Case Study of Hangzhou, Chapter Eight of2012Culture and Museum White Paper compiled by the State Bureau of Cultural Relics. In the research process, the author learned the status quo of cultural heritage protection and communication in Hangzhou, social forces involvement level and forms. These materials are included as parts of this paper.In group participation of cultural heritage communication, Microblog is a platform which cannot be ignored. The paper takes Microblog account@Heirtage-Trail as an example to study the status quo of groups’role in communicating cultural heritage on Microblog and its effectiveness; suggestions are given out according to the research results.