The Communication Of Nonphysical Cultural Heritage

The sameness of electronic media greatly threats the survival of different cultures; particularly, it threats the survival of the nonphysical cultural heritage, which represents the culture diversification. To ensure sustainable development of world culture and resist cultural identity, we must promote diversified cultures by protecting and diffusing the nonphysical cultural heritage. The nonphysical cultural heritage is a people-oriented culture. To better inherit and diffuse nonphysical cultural heritage, we must fully understand the characteristics of its transmission, by finding out the positive and negative effects of their modes of transmission so as to find out the effective measures to diffuse the intangible cultural heritage through electronic media.The development of the media can be divided into three phases, i.e. the pre-media era, the first media era and the second media era. The paper starts from the pre-media era to specifically enunciate the features of nonphysical cultural heritage. In the first media era, such traditional modes of transmission as film, radio, television and other electronic media have changed the way the traditional nonphysical cultural heritage diffuses. In this era, the mimesis field domain replaces and erodes the intangible cultural heritage existent field domain, resulting in dissolving and disappearing of the field domain which leads to decentralization and fragmentation of nonphysical cultural heritage transmission and the cultural significance has been lost to entertainment and consumption meaning and it ultimately leads to the difficulty of the nonphysical cultural heritage inheritance. The coming of network era has the established a virtual field domain for culture transmission. With an eye to come back to real field cultural transmission field domain, our real purpose is to rebuild people as the dominant position in the culture transmission through the virtual field domain. The network has overcome the disadvantages of mandatory and scattering-like mode of transmission of traditional electronic media and rebuilded the public cultural awareness which encourages the general public to take a more actively part in the intangible cultural heritage diffusion and practically implement the nonphysical cultural heritage inheritance and transmission.