Research On The Communication Strategy Of Intangible Cultural Heritage From The Perspectf Cultural Memory

As a national intangible cultural heritage,Qinzhou Nixing Pottery is the carrier of the firing skills of Qinzhou Nixing Pottery.It carries the historical folk cultural heritage and social changes memory of Qinzhou for thousands of years,and also indirectly shows the profound folk culture of Qinzhou.Heritage and artistic charm.The world has changed with time,the traditional inheritance model passed down by word of mouth,and the development situation attached to the small peasant economy in the past cannot satisfy the contemporary revival and growth of Qinzhou Nixing Pottery Intangible Cultural Heritage.The progress of scientific and technological civilization and the change of lifestyle have also had a series of influences on the development of the intangible cultural heritage of Qinzhou Nixing Pottery.The promotion of fast-food-style popular commercial culture has led to more and more people,especially the younger generation,gradually neglecting or even forgetting Qinzhou Nixing Pottery Intangible Heritage,including the cultural spirit and attributes contained in Qinzhou Nixing Pottery,and Qinzhou Nixing Pottery’s intangible cultural heritage is faulted and missing.Therefore,it is particularly important to reflect on its communication strategy and cultural reconstruction to promote the relatively optimal publicity and promotion of Qinzhou Nixing Pottery intangible cultural heritage.This article selects Qinzhou Nixing Pottery in Qinzhou City as the research object,draws on theoretical knowledge such as cultural memory theory and ritual communication,and uses field investigations,in-depth interviews and text analysis to explore the contemporary communication of Qinzhou Nixing Pottery from the perspective of cultural memory.It is trying to construct the internal logic of Qinzhou Nixing Pottery and cultural memory,expounding the contemporary Qinzhou Nixing Pottery’s communication strategy,and studying how cultural protection and other departments use the construction of cultural memory to shape and maintain Qinzhou Nixing under the effect of this continuous education.Tao’s communication paradigm.It aims to inherit and promote the intangible cultural heritage of Qinzhou Nixing Pottery,expand its popularity to a certain extent,and enhance the effect of publicity,so as to achieve the purpose of spreading the intangible cultural heritage of Qinzhou Nixing Pottery on a larger scale.This is the wish that this research is trying to achieve.