Research On Inheritance And Innovation Of Folk Culture In Qinba Mountainous Area From The Perspective Of New Media

New media has now entered a period of rapid development in China,and it has exhibited all-round infiltration in all fields.New media with mass communication,communication,digital entertainment,knowledge transfer,e-commerce and other functions are changing people's way of thinking.Some people have a metaphorical analogy.In the era of new media,one can skip eating or sleeping a day.But one day they don't have to read information.If there is no mobile phone in one day,people will become mad,which shows the power of new media.New media creates different networked media environments in its innovative form,acting in various industries and fields,and highlighting the extraordinary charm in the development of cultural industries.This paper takes the folk culture of Qinba Mountainous Area as an example to expound the role of new media in the inheritance of folk culture.The folk culture of the Qinba Mountain area has a long history.It retains the cultural factors of Tao,Jing,Chu and Witch.It contains unpredictable political and economic values.Under the perspective of the new media,the study of the folk custom culture in the Qinba Mountain area is of great significance to the development of the national cultural industry in China and to the upgrading of the “soft power” of Chinese culture,and provides an important basis for the study of human origin.However,in the development process,there are many problems such as heavy development,light protection,heavy form,and light content.Excessive development in some areas has destroyed the folklore resources.Some folk traditions and handicrafts have become more market-oriented.In some areas,the students of other ethnic groups have not been put in place and the folk culture has lost the cultural heritage on which it depends.How to better protect and pass on folk culture and arouse more people's awareness of cultural heritage protection,the author found out blind development in the protection and development of cultural heritage based on understanding the folk customs of the Qinba Mountain area.Problems existed in the protection of economic interests and cultural heritage and the status quo of folk inheritors.It also expounded in a more comprehensive way the imprints and influences of the folk culture of Qinba Mountain in the local people's thinking.In combination with the new media professional knowledge,the author discussed the ideas of the Qinba Mountain region in relying on new media to carry out beautiful rural construction and tourism-led folk culture development,and analyzed the existing problems.Its viewpoints and ideas guide rural tourism.Economic development,inheriting traditional culture for reference.The author also combined his own research on this topic,in-depth filmed on the scene to promote the folk customs of the Qinba Mountain area as the theme of the propaganda film,through the folk culture and tourism product packaging design,lead the development of folk tourism derivative products,through the new media to create a folk tourism cultural industry The development of the chain advocates the organic integration of information technology and cultural industries,gives full play to the role of new media,and strives to provide support for the inheritance of folk culture.