Research On The Communication Of We Chat Official Accounts Of Traditional Music Intangible Cultural Heritage In Xiong'an New Area

Traditional music intangible cultural heritage is an important branch of traditional culture,which contains profound historical and cultural deposits,carries the genes of human civilization,and is an important symbol of regional cultural characteristics.On April 1,2017,the establishment of Xiong'an New Area in Hebei province was officially announced,"no cultural heritage,no future of Xiong'an".Chen gang,party secretary of Xiong'an New Area,has repeatedly stressed the importance of culture to the construction of Xiong'an New Area.Xiong'an new Area 's traditional music intangible cultural heritages are rich in resources and has a long history.In September 2017,the census report of intangible cultural heritage in Xiong'an new Area was completed,and the result showed that there were 54 traditional music intangible cultural heritage projects in Xiong'an New Area.With the acceleration of the construction process of Xiong'an New Area,the villagers who are engaged in the performance of music type repertoire are faced with the problem of the overall relocation of the village and the integration of the new cultural environment,which will have an impact on the dissemination and inheritance of their traditional music type intangible cultural heritage projects.At the same time,the transmission of oral and personal transmission is also facing challenges.Traditional communication methods can no longer adapt to the new communication needs,so it is urgent to find a new media communication platform to strengthen the communication of traditional music intangible cultural heritage in Xiong'an New Area.WeChat public account platform has become the preferred new media communication platform for the transmission of intangible cultural heritage due to its characteristics of diverse forms of communication,strong interaction and pertinence.In this paper,the public documents on the platform of Wechat from April 1,2017 to February 25,2019 related to the project of traditional music intangible cultural heritage in Xiong'an New Area,which were obtained through "Search for Sogou Wechat",were taken as the research object.The contents,expressions,presentation forms and disseminators of the public documents were comprehensively studied by using the theories of communication and anthropology,and the reading quantity of the articles was taken as the research object.The dissemination effect of the important symbols is analyzed.Based on the comprehensive research content,we find that its dissemination content on the Wechat platform has the following characteristics: Firstly,the higher the rating of traditional music intangible cultural heritage projects,the more articles involved,and the more the reading volume is in the leading position.Secondly,the content presents in form,mainly in the form of pictures and texts,and there are many forms of comprehensive use.In terms of reading quantity,the comprehensive presentation of multiple forms has the highest reading quantity.Thirdly,in terms of content expression,it mainly focuses on introducing propaganda articles,supplemented by news interviews.Among them,news interview articles have the highest reading volume.Through the research,we find that the following problems exist in the dissemination of traditional music intangible cultural heritage in Xiong'an New Area on the Wechat platform: Firstly,Lack of professional public numbers.Secondly,the homogeneity of the content of the article is obvious.Thirdly,the depth of the article is insufficient and the overall form is single.Fourthly,the overall reading volume is low,and it is difficult for the audience to take the initiative to pay attention to it.Accordingly,here are some suggestions to solve those problems : 1.Promoting the diversification of the main part of communication.2.Enhance the depth of public documents.3.Increasing attention and enhance communication effect.And I hoped that those suggestions could be helpful for the dissemination of traditional music intangible cultural heritage in Xiong'an New Area on the Wechat platform in the future.