Construction And Popularization Of Wechat Public Platform Of Intangible Cultural Heritage

Intangible cultural heritage(ICH)is counterpart to integration of intangible aspects of traditional cultures and even portion of special tangible objects and places,which is heritage of many generations of people of all nationalities and important part of world cultural heritage and is of a high artistic and cultural value.As the times change,ICH projects are facing serious problems about preservation.With the promulgation of UNESCO Convention on Safeguarding of ICH,governments of countries around the world have begun to develop policies at all levels to encourage the inclusion of ICH into public life.As to Chinese government,in addition to legislative protection,"ICH protection center" was set up in cultural management institutions nationwide and "ICH research center" was set up in major colleges and universities.Both the legal protection and academic researches got effective achievements in rescue-level preservation of ICH in recent years.But only raising public awareness about accessing these "cultural treasure" can make these cultures alive again.Under this circumstance,"modern means of communication" are considered indispensable for introducing these ICHs to young generations in an efficient way and are an increasingly urgent research topic.With the continuous development of mobile Internet,the communication platform has been gradually become "Sina microblogging","WeChat public media" and other mobile "transmission platform",these new methods can be considered as a kind of derivative from traditional PC "sites".Of which,WeChat is an indispensable and favorable media platform for dissemination of "ICH" because through it the audiences with special needs can access data of text,pictures,voices,video and other social network contents and it has advantages of multi-mediatization,interactivity and immediacyThis thesis is focusing on dissemination strategy of “ICH WeChat public media accounts” and is divided into three parts: the first part is an analysis on characteristics of basic elements of ICH WeChat public media;the second part is a comparative study among different types of ICH WeChat public media accounts with different dissemination strategies;the third part is a theoretical validation and summary of issues based on operation and promotion practices of ICH WeChat public media account "Pondering on ICH" and is also an exploration on techniques of ICH dissemination in WeChat public media.The main research results are as follows: 1.based on the different dissemination strategies,ICH accounts were classified into brand marketing type and cultural propaganda type;2.the dissemination strategies of brand marketing type accounts and cultural propaganda type accounts were summarized.3.a referenceable case of cultural propaganda type accounts was provided for the majority of ICH propagators.