Research Of Intangible Cultural Heritage Communication On We-media Platform

Intangible Cultural Heritage is a living fossil of human culture,with material cultural heritage,together they carried the civilization of human society.Under the atmosphere of our country paying more attention and strengthening the protection of national excellent traditional culture,the study on the communication of intangible cultural heritage receive more attention by experts and scholars.However,the research of intangible cultural heritage communication on the We-Media platform has seldom mentioned.This paper takes the communication of intangible cultural heritage on the WeMedia platform as the research content,and aimed at enriching the communication research results of intangible cultural heritage.The methods of literature analysis,questionnaire,case study and field investigation has been used in this research.The author elaborates the concept and basic situation of the subject investigated.Then takes the Woodblock New Year Prints as an example,to analyzes its existing situation under the context of intangible cultural heritage.By using the method of questionnaire,this paper makes an investigation and analysis of the public cognition about Woodblock New Year Prints.Then,based on the fact that the protection of intangible cultural heritage is an Government-led public cultural undertakings,the author takes ten We-Chat official accounts which were operated by the government agencies,as the sample collection objects.In the meantime,the communication of Woodblock New Year Prints on the We-Media platform was sampled and analyzed.According to the analysis results,the author figured out the main problems of the communication on the We-Media platform about Woodblock New Year Prints,and the common characteristics of a well-run We-Media platform.After that,the author points out the ideal communication effect of the intangiblecultural heritage on the We-Media platform should be the common view formed by the whole society,a good atmosphere of the Intangible Cultural Heritage protection should also be created,and integrating it into modern life to realize the cultural renaissance.At the same time,the author puts forward some strategies and suggestions to improve the communication effect of intangible cultural heritage on the We-Media platform.Also,the author pointed out some strategies and suggestions to improve the communication effect of intangible cultural heritage on the We-Media platform.First of all,in the construction of platform content,the attention about user experience and audience analysis should be paid,optimize content design and close to the modern life is also important.Secondly,in the construction of platform operation,the sensible approach to enhance the operational capacity are standardizing the operation scientifically,innovating the method of communication,strengthening the linkage and cooperation,clarifying the positioning of the platform,assembling professional teams.At the end of the paper,the establishment and operation on We-Chat official account has been taken as the concrete content of practice.Woodblock New Year Prints and its presentation methods has been taken as the design content.According to the previous recommendations,the practical activity has been taken to achieve the effective communication of intangible cultural heritage on We-Media platform.