Communication Research And Design Practice Of Handicraft Intangible Cultural Heritage From The Perspective Of Memes

Handicraft intangible cultural heritage contains visible handicraft prcducts and invisible but perceptible handicraft memory,which truly reflects the unique living environment,cultural characteristics and even economic development of different periods,and is the embodiment of cultural genes deposited in history for a long time.However,since modem times,with the transformation of industrial production mode,the traditional handicraft production relationship has been threatened by the large-scale batch of moden industry,which makes it very dangerous.The commodity economy is replacing the natural economy with a visible and irreversible speed.Based on its "handicraft" characteristies,traditional handicraft products are neglected by the market in varying degrees because of their low efficiency,slow cycle and high labor costs.Traditional crafts rooted in agricultural society are being impacted and destroyed to varying degrees,some of which are even dying down.In the era of"craftsmen" spirit returning,the concept of physical creation and humanistic spirit contained in the non-legacy of handicraft is of great social significance for the transformation from Chinese manufacturing to Chinese creation.Communication as a non-legacy protection means,the ultimate goal is to achieve its inheritance and protection,through the mass communication of handicraft culture,let people experience,perceive,participate and apply in real life to achieve its function,which is in fact the best embodiment of the inheritance of life.Starting from the characteristics of specific handicraft intangible cultural heritage(hereinafter referred to as handicraft intangible cultural heritage),through rational utilization,let it return to peopled social life and re-enter the market,solve the survival problems of handicraft intangible cultural heritage and seek development and innovation at the same time.Rebuilding its own hematopoietic capacity while achieving the dissemination in public life.On this basis,this paper puts forward that the ultimate goal of protection and inheritance of handicraft non-legacy can be achieved by using the market-oriented live communication.By means of market-oriented means,handicraft non-legacy can be put into the market in a way that people like to hear and accept.Based on the memetics theory,the author systematically discusses and studies the selected topics by means of interdisciplinary research,literature research,case analysis,field investigation and other methods;and combines theory with case study to analyze the process of market-oriented communication of handicraft non-relics,in order to find out.More effective market-oriented dissemination methods of handicraft non-legacy.On this basis,a market-oriented communication model of handicraft non-heritage products is constructed,and a market-oriented design model of handicraft non-heritage products is constructed.Combined with the application of Yueqing fine-grain carving culture and the analysis of design practice,the analysis results further prove that it is feasible to construct a market-oriented communication design model of handicraft non-relics from the perspective of product design.However,due to the muiti-mterdisciplinary and unique characteristics of market-oriented communication of handicraft non-heritage,it is still slightly unknown to build market-oriented communication of handicraft non-heritage solely from the perspective of product design,which still needs to be improved and perfected step by step.