Research On Communication Effect Of Intangible Cultural Heritage

Nowadays, the study on intangible cultural heritage keeps increasing. However, from the communication effect, the comprehensive research of it remains comparatively scanty. Referring to the results achieved by former researchers, the author sorted the concept of the communication effect of intangible cultural heritage to discuss its effects achieved from different sorts of communication activities.Taking Henan Opera as an example, based on the results of former researchers, the communication effect of intangible cultural heritage can be defined as:the effective results generated by the intangible cultural heritage communication activities. According to the differences of the communication media, the communication results can be divided into three branches:effect of interpersonal communication, effect of group communication, effect of mass communication. Interpersonal communication makes the intergenerational heritage of Henan Opera art possible. Furthermore it has been innovated on the basis of inheriting the tradition. With its help the art form of Henan Opera is able to spread until now. Interpersonal communication provides group communication and mass communication with substances. It is the basis of massive and group communication. The mass communication activities in squares, teahouses and theatres not only realize the popularization of Henan Opera, but also promote its artistry. Of communication in this period, the actors and audience are in the same time and space so as the actors’ performances and the audience’s appreciation activities. The actors and audience communicate directly. Group communication is the vital way of communication, running through the development of Henan Opera. The emergence of films, TVs and the Internet in the massive communication period not only enables the complete recording of Henan Opera stage performance but also makes its spread ahead of time and space, especially the cyber communication, it enhances the interaction between the communication body and target, making its communication more diverse. It’s important to note that the development of mass media brings the prosperity of pubic culture, leading to an unprecedented impact on the traditional Henan Opera. After analyzing the influence of the communication effect of Henan Opera, the author realized that the great development it has achieved and the dilemma it is confronting are influenced by the qualities of communication body, communication techniques and the attributes of communication targets. Thus, for the protection and development of Henan Opera, the strategies for optimizing communication effect should be proposed from the content, the function of people and communication media aspects.