The Study On Official Wechat Public Platform Propagation Of Cultural Heritage Information In Pingyao Ancient City

The report of the Nineteenth Congress proposed that “We will strengthen protection and utilization of cultural relics,and better preserve and carry forward our cultural heritage.” The use of good cultural heritage in protection has become a topic of concern.Since its successful inscription in 1997,Pingyao ancient city has actively used its own cultural relics and used newspapers,television and other traditional media to create a number of loud business cards such as “The year of China in Pingyao” and “China Pingyao International Photography Festival”.Today,the maturity of Internet technology has spawned a batch of new media.The new media represented by WeChat plays an important role in the dissemination of information.Pingyao ancient city uses the new media to actively seek out the expression of the world cultural heritage.The author believes that Pingyao ancient city used the We Chat public platform to disseminate the cultural heritage information of Pingyao Ancient City and found new ideas for the protection and development of cultural heritage.This paper proceeds from the purpose of the protection and transmission of the world cultural heritage and draws on the research results of the world's cultural heritage to explore the communication effects of the We Chat public account of the Pingyao Ancient City scenic spot in the Pingyao Ancient City official WeChat account.First of all,through the analysis of the characteristics of the WeChat public platform,the WeChat public number has obtained the advantages in spreading the world cultural heritage,which proves that the study of this paper has a certain significance.Then on the basis of clarifying the concept of cultural heritage information of Pingyao ancient city,it analyzes the traditional way of communication of Pingyao Ancient City and puts forward the advantages of the new media in disseminating the cultural heritage information of Pingyao Ancient City.Then the analysis of the dissemination of cultural heritage information in Pingyao Ancient City was conducted with the official WeChat account of Pingyao Ancient City as an object for the WeChat public account of Pingyao Ancient Town,and content analysis and questionnaire survey methods were used to investigate the WeChat public account of Pingyao Ancient City Scenic Area from the perspective of content and users.Based on the status quo research and theoretical analysis,this paper reflects on the dissemination effect of the WeChat public number in Pingyao Ancient City Scenic Spot,finds out the advantages and disadvantages of its dissemination,and makes recommendations for improving communication strategies.The focus of this study is on the dissemination and protection of cultural heritage.Combining the advantages of new media and highlighting cultural factors,youth's preferences are taken as an important concern for the protection and development of cultural heritage.The current academic research on the ancient city of Pingyao focuses on the tourism field.There is little research on the dissemination of cultural heritage information in Pingyao ancient city on the new media platform.This paper takes the dissemination of Pingyao ancient city cultural heritage information on the WeChat public platform as research direction and has certain Innovative meaning.Because the academic community has little information on the network dissemination of Pingyao ancient city,especially the research on the dissemination of the new media in Pingyao Ancient City is rare.Moreover,The author's limited knowledge and limited thinking have made it difficult to explore the cultural value of the ancient city of Pingyao.It is not enough to study the cultural heritage of Pingyao ancient city in WeChat communication.It is hoped that in the future,in the practical work,the cultural heritage information of Pingyao Ancient City will be further explored in the dissemination effect of the WeChat public number.