Research On The Protection Of Intangible Cultural Heritage From The Perspective Of Governance Theory

The intangible cultural heritage is a kind of heritage which inherits through oral teaching by generation. The intangible cultural heritage is the core of the national excellent traditional culture, which shows a nation’s history, spirit and wisdom by a dynamic way. The intangible cultural heritage has historical value, economic value, social value and so on, therefore, the protection of the intangible cultural heritage is not only for the outstanding history of a nation, but also to promote the overall coordination of the whole nation and sustainable development. However, with the globalization and modernization process of continuous advance, social production and lifestyle changes, as well as the generation of the older generation has passed away, the cultural ecological environment of the intangible cultural heritage has been difficult to assess the damage, the foundation of the intangible cultural heritage is becoming increasingly weak, a large number of non material cultural heritage has disappeared or disappearing. How to strengthen the protection of intangible cultural heritage, has become a major task in front of the government and the society. On the other hand, with the rise of public management research in the global scope, the use of public management theory to guide the solution of all kinds of social problems has become a trend. In this paper, by using the advanced experience of foreign intangible cultural heritage protection, the paper makes a case study on the protection of Pujiang paper cutting from three dimensions:government, market and society in Pujiang. Then, this paper analyzes the status quo and existing problems of China’s intangible cultural heritage protection, and puts forward the Countermeasures of the protection of intangible cultural heritage from three aspects of government, society and market, and further clarify and improve the role, responsibility and role of government, market and society in the protection of intangible cultural heritage. In view of the current shortage of non material cultural heritage protection, mainly exists in the capital investment laws and regulations lack of rigidity, improper development and utilization, protection of the public awareness of the problem at the end, this paper argues that at the government level should firmly establish the Scientific Outlook on Development and correct achievement view, establish the leadership responsibility system, expand the sources of funds, improve the intangible cultural heritage the protection of the related laws and regulations, at the market level through a variety of ways to guide enterprises to join the production of non-material cultural heritage protection, strengthen the management and supervision of enterprises, in the society should strengthen publicity and education to enhance awareness of the protection of intangible cultural heritage, people cultivate and guide non-governmental organizations to participate in the protection of intangible cultural heritage.