Research On The Communication Effects Of Intangible Cultural Heritage Based On The Platform Of Confucius Institute

Intangible culture heritage is a special heritage of human civilization in the world.It is a manifestation of human social history,life form,mode of thinking,spiritual value and culture consciousness.It is also an important part of the organic whole of human civilization in the world.Intangible culture heritage has special properties,including inheritance,livingness,intangibility,pluralism and sociality.The intangible culture heritage had been cultivated in the traditional civilization.With the development and progress of the times,its ecosystem has been impacted and destroyed.Therefore the intangible culture heritage presents fragmentary features.As an important platform for the international communication of Chinese culture,the Confucius Institutes bring new opportunities for the inheritance and communication of Chinese intangible culture heritage,and also become important paths for the creative transformation and innovative development of intangible culture heritage.The author reviews the current situation of culture communication based on the Confucius Institutes and finds that the choice of its content is highly compatible with the content of intangible culture heritage.Using the official website of Confucius Institute Headquarters/Hanban as the database,this paper conducts statistical analysis and content analysis on the intangible culture heritage elements of the Confucius Institute's culture communication practice,and classifies it into three classes according to the present division method.The three classes are manual skill,music performance and festival folk.Based on the longitudinal combing and horizontal analysis of the concept and theory of communication effects,this paper analyzes the influencing factors of the intangible culture heritage transmission of the Confucius Institute platform using a series of theories including world citizenship,culture capital theory and communication effect theory.In the case study,the cultural communication activities of the Confucius Institute at the University of Adelaide in Australia were analyzed in a combination of diachronic and synchronic.At the new normal development stage of the Confucius Institute,further attention and evaluation of its communication effect are effective means to promote sustainable development of the Confucius Institute;in the process of domestic inheritance and international communication of intangible culture heritage,the Confucius Institute has immeasurable values as an significant platform.Based on the requirements of the intangible culture heritage communication and the new normal stage development requirements of the Confucius Institutes,this study analyzes the awareness and practical problems of the influential effects of the intangible culture heritage in the platform of the Confucius Institute.Based on the evaluation model of advertising communication effect,this paper constructs the basic model of the evaluation of the intangible culture heritage communication effect of Confucius Institutes,in order to reflect the lack of awareness of the evaluation concerning communication effect of Confucius Institutes,and clarifies the significance of communication and its significance in the rational way;Dialectical thinking analyzes the fragmentation characteristics of the communication of intangible culture heritage;from the perspective of communication and cultural capital,pays attention to the indirect communication of communicators and the limitations of physical capital;based on the innovation requirements of the new era,it is proposed that the insufficient utilization of the technological intervention limits the communication effects.Based on a comprehensive analysis of the effects of the communication of intangible culture heritage in Confucius Institutes,this research proposes strategies and suggestions from different perspectives on issues affecting the effectiveness of communication.First,the value of the platform of the Confucius Institute will be re-excavated and re-extended,paying attention to the platform value of the Confucius Institute as an intangible culture heritage,and the value of trans-cultural communication in the intangible culture heritage.Second,the government-oriented vertical inheritance Coordinated development with horizontal communication,creating an environmental system for the communication of intangible culture heritage;third,paying attention to the talent selection and team building of Confucius Institutes from the perspective of physical derivation;fourth,paying attention to the situational creation in interpersonal interaction;Fifth,Relying on technical intervention,developing cooperative learning across disciplines and fields,promoting creative transformation and innovative development of intangible culture heritage.