Research On The Utilization Of Live Broadcasting Platform Of Intangible Cultural Heritage

Intangible Cultural Heritage(ICH)is a cultural treasure that human beings should cherish.However,in the contemporary society,ICH is facing a difficult problem of market dilemm.In order to get out of the market dilemma,the utilization of live streaming platform of ICH is one of the positive ways to try.Platform economy is in the ascendant,and the rise of live streaming industry itself is still a new thing,so ICH live streaming is facing various kinds of disputes.The live streaming of ICH began in 2017,and the outbreak of COVID-19 in 2020 contributed to the rapid development of ICH live streaming.Therefore,it is necessary to study the utilization of live streaming platform of ICH both in theory and practice.This paper takes the utilization of live streaming platform of ICH as the research object,and the goal is to solve the problem of how to obtain sustainable development of traditional ICH in the modern society.To solve the above problem,this paper,based on the platform economic theory,taking stakeholders of the platform,namely the government,the platform,hosts and viewers,as the analysis framework,comprehensively sorts out the current situation and existing problems of the utilization of live streaming platforms of ICH through the methods of literature research,case analysis,interview and questionnaire,and then puts forward countermeasures in view of relevant problems.In addition to the introduction and conclusion,this paper is divided into four parts.The first part introduces the theories related to ICH and live streaming platform.This part defines the concept of ICH live streaming,platform,platform economy,live streaming platform and utilization of platform,analyzes the characteristics of ICH,live streaming and platform economy,and discusses the significance of the utilization of the live streaming platform of ICH.The second part describes the current situation of the utilization of live streaming platforms of ICH.This part analyzes the current situation of the utilization of live streaming platforms of ICH from four aspects: the government,live streaming platforms,hosts and audiences.This part also makes a summary from four aspects: how the governments use festival activities to help the development of ICH live streaming,how the live streaming platforms use the ICH to explore profit methods,how the ICH hosts use various forms to display the ICH and expand profit channels,and how the viewers use the live streaming to experience and support the ICH.The third part is about the problems in the utilization of live streaming platform of ICH.Through the analysis of the current situation of ICH live streaming,the author believes that the government’s help and support for live streaming is not strong enough,the operation of ICH live streaming lacks strategy,the role positioning of ICH hosts is not clear enough,and the viewers’ aesthetic taste as consumers is not high enough.The fourth part puts forward the countermeasures of the utilization of the ICH live streaming platform.In this part,the author in view of the problems existing in the use of live platform,puts forward the countermeasures and suggestions,for example,the government should strengthen the support for ICH live streaming,platforms should improve the operation strategy of ICH live streaming,hosts should focus on building their high-quality identity,and viewers should improve their aesthetic taste as consumers.The utilization of live streaming platforms of ICH is a systematic issue,which requires the joint efforts of the government,platforms,hosts and viewers to promote the sustainable development of ICH.Judging from the current practice of live streaming of ICH,the government is the main force promoting live streaming of ICH.However,from the perspective of the future of ICH live streaming,platforms should become a key force in the development of ICH live streaming,that is,through the aggregation effect of high-quality live streaming platforms,more inheritors or fans of ICH can be attracted to become ICH hosts.Of course,the viewers should also re-examine their role and actively change their role from "spectator" to "participant".