Research On The Current Situation And Optimization Path Of Intangible Cultural Heritage Themed Books Publishing In China

Under the nourishment of splendid ancient civilization and folk traditional culture,Chinese people of all ethnic groups have created various intangible cultural heritages in the long history.In recent years,our government attaches great importance to the protection of intangible cultural heritage,and issued relevant policy documents on many occasions and stressed the importance of the protection of intangible cultural heritage in important speeches.With the joint efforts of the whole society,remarkable achievements have been made in the protection of intangible cultural heritage.However,with the acceleration of economic globalization and social modernization,the living environment of intangible cultural heritage is gradually deteriorating,and the protection status is worrying.In order to further strengthen the protection of China's intangible cultural heritage,inherit and carry forward the excellent folk culture,and promote the great development and prosperity of socialist culture,it is necessary to build a reasonable and perfect way of dissemination for the intangible cultural heritage.Among these ways of dissemination,book publishing has its unique advantages,which recorded and preserved vividly the intangible cultural heritage resources in a "visual" way.It is conducive to the inheritance of national civilization and the spread and popularization of intangible cultural heritage.Intangible cultural heritage and publishing are complementary,mutually promoting and driving each other.For publishing,intangible cultural heritage is the source of high-quality content.For intangible cultural heritage,publishing is an important means of recording,preserving and disseminating intangible culture.In recent years,the publishing of intangible cultural heritage books in China has been growing rapidly,with the emergence of intangible cultural heritage best-sellers and the continuous expansion of the audience,which has brought about obvious social and economic benefits,and becoming a new trend of book publishing.Because of the sense of responsibility of cultural heritage,publishers have made outstanding contributions to the arrangement and record of intangible cultural heritage.However,only a few of the thousands of intangible cultural heritages announced by the state have completed systematic book reservation,and the bookization of intangible cultural heritages is the focus of current intangible cultural heritage protection work.In order to further explore the new path of publishing intangible cultural heritage books,the author adopted the research methods of data statistics,case analysis,literature analysis and so on,taking the intangible cultural heritage books sold online by Dangdang.com and Jing Dong Mall as the research object and Dangdang.com and Jing Dong Mall's best-selling list of intangible cultural heritage books from2017 to 2019 as the date source.The author selected four hundred and five intangible cultural heritage books,and analyzed the publishing factors such as the theme content,binding design,Publishing organization,author,pricing,page number,publishing form and so on.The author concluded rules and laws of publishing intangible cultural heritage books.For example,the current intangible cultural heritage books mainly focus on academic research,and book binding is usually used in paperback,and the size is mostly 16 open,and the paper is mostly offset paper,and the cover contains more information,and state-operated publishing house dominates the market of intangible cultural heritage books,and most of the authors are experts and scholars of intangible cultural heritage,and most of the books are priced in the range of 20-49.9.At the same time,it is also found that there are some problems in the publishing of books on intangible cultural heritage,such as the difficulty to form the scale benefit of niche books,the low propaganda intensity in the book publishing process,low degree of marketization and lag of new media publishing.In view of these problems,this paper puts forward some optimization suggestions,including optimizing the topic selection of books,deepening the content of books,enriching the marketing mode,and "paper" and "number" linkage publishing,so as to promote the further development of the publishing activities of intangible cultural heritage themed books.