Study On The Communication Of WeChat Official Accounts Of Xiangxi Intangible Cultural Heritage

Xiangxi region in Hunan Province is rich in intangible cultural heritage resources.A large number of precious national and provincial intangible cultural heritage items here,and ranking highest in the province.It can be said that Xiangxi region is a treasure trove of intangible resources of Hunan province and even the whole country.Xiangxi region has always attached importance to the protection of local intangible cultural heritage,especially since China’s accession to the "World Heritage Convention" in 2004,Xiangxi has responded to the call of the state to actively carry out the work of non-material cultural protection,and has made a series of encouraging results in census,legislation,management,publicity and education and other aspects.However,in the rescue and protection of the relevant departments,the inheritance and dissemination of intangible cultural heritage is also facing a serious crisis.The the mode of oral presentation inheritance is facing the great challenge,and need to explore new means of inheritance.With the development of the media form and the habits of audience’s media contact,the drawbacks of the traditional non heritage transmission are increasingly prominent.It is urgent to find a new communication platform.Based on the spread characteristics of interactive,social,fragmentation,WeChat official accounts have become a new media of the communication of intangible cultural heritage.Currently,there have appeared dozens of public Xiangxi WeChat official accounts,but their influence is limited.The overall quality of the WeChat official accounts showed uneven status,and the users’ using experience also needs to be improved.From the analysis of the effect of the communication of WeChat official accounts,the operators of intangible cultural heritage WeChat official accounts should broaden the breadth and depth of communication,clarify the position of themselves,perfect the function,optimize the profit model,try their best to be benefit for the communication of Xiangxi WeChat official accounts.The study on the communication of intangible cultural heritage of Xiangxi region by WeChat official accounts is helpful to explore the new path of cultural communication,and provide new ideas for the study of communication of other forms of culture.The idea is to actively grasp the new trends of the development of the current media,acquaintance users’ media contact preference,choose the suitable culture type propagation media form and expand cultural influence,promote cultural communication effect through practice and reflection.