The Practical Research On Convergence Media Of Brand Communication In Dynamic Yunnan

With the continuous breakthrough of technology and the new demand of economic development,new media communication technologies are rapidly and widely affecting the field of information dissemination.In the face of this change,the traditional intangible cultural heritage has a lot of challenge.Intangible cultural heritage has brought about changes with the help of media technology under the new circumstances.The integration of traditional intangible cultural heritage and media is not only an improvement in technology and the way of communication,but a groundbreaking evolution that changes the status of the intangible cultural heritage in the past that away from the people's life.And it is a new and sustainable face that is accepted by modern people in the new media era.Since Dynamic Yunnan by Ya Liping has been released in 2003,it had 15 years.With the long-term performance of the show,Dynamic Yunnan includes much signification beside a show.With the appliance of the media,it has developed a series of cultural industries.To begin with,it has assembled the song and dance art of various ethnic minorities in Yunnan Province that belong to the intangible cultural heritage to create their own brand and successfully enter into the world.It broke out of the dilemma of the inheritance of intangible cultural heritage with a new face.So can we also see some problems? Why does Dynamic Yunnan so successful in the inheritance of the intangible cultural heritage of folk song and dance art? How does the mean of inheritance achieve? In the society of the media environment,can the intangible cultural heritage of folk song and dance imitate Dynamic Yunnan? How to create the brand? These issues are also the core of the research.The main purpose of this paper is to explore the new way of intangible cultural heritage in the context of media environment and mainly based on the example of the brand communication of Yang Liping's Dynamic Yunnan.Meanwhile,it researches the traditional intangible cultural heritage in the Internet today and the development status of the times and the media environment to seek a better way for themselves.During the research,I entered into the Yang Liping's Yunnan Culture Communication Co.,Ltd.to conduct micro-ethnographic research with the mean of classical ethnography and hope to get the first-hand field text to find the new ways and means of traditional intangible cultural heritage in modern society.It also concerns the difficulties and problems of the development of traditional intangible cultural heritage under the current situation of communication and combines the way of internet to provide a way for the transformation and development of traditional intangible cultural heritage in the context of convergence media technology.