Research On Creative Communication Of Intangible Cultural Heritage From The Perspective Of Participatory Culture

Among the many emerging cultures currently on the rise,the attention of traditional non-heritage culture has been diluted.How to regain the vitality of non-heritage culture,a crystallization of history and culture,has been a hot topic of discussion in China’s academia and industry.Participatory culture,as one of the characteristics of audience performance in the current communication environment,provides imaginative space to stimulate the power of audience participation in the communication of non-heritage culture.The second season of "The Nth Year of Non-Foreign Heritage(Season 2)" on China Central Radio and Television Station’s "Cloud Listening App" is a large-scale documentary on the cultural heritage of non-foreign heritage,with over 24 million plays and nearly 40,000 subscribers.The program has become the top broadcast program in the Cloud Listen App,and has been widely disseminated in major social media platforms,among which the number of Weibo fancy topic views exceeds 1billion.The diverse audience creation content and topics have become the key to the program’s success in breaking the circle,which is a successful example of non-heritage cultural programs nowadays.This paper takes the original non-heritage radio program "The Nth Year of Non-heritage(Season 2)" as the research object,and explores the characteristics and success of the program’s communication mode from the perspective of creative communication in order to provide new thinking direction and inspiration for the current non-heritage cultural communication.In the first chapter,the background,research overview,significance and innovation of the study are summarized;in the second chapter,the connotation of the current creative communication of NFR culture is defined based on existing theories and actual cases,and the current situation of creative communication connotation mode is analyzed to extract commonalities and characteristics;in the third chapter,the participatory cultural background is introduced,and the content analysis method is used to explore the creative communication thinking of the program "The Nth Year of NFR(Season 2)".The fourth chapter uses content analysis and text analysis to analyze the audience’s local participation in the Cloud Listen App and their participation in third-party social platforms,and analyzes the audience’s listening motivation,attitude,feedback,and the characteristics of their secondary participation and behavioral reflection to The program’s audience participation logic in the framework of creative communication mode is clarified,the mechanism of creative communication of non-foreign heritage culture is summarized and analyzed,a complete communication chain is formed.