| Taking digital network technology as the platform,convergence media is the integrated development mode of traditional media and new media.It achieves complementation and perfection among media through fully integrating and utilizing the advantages of both traditional and new media.It is the spread advantage of convergence media that favor the transmission of intangible cultural heritage the traits of efficiency and immediacy,authority and accuracy,interaction,multi-dimension and stereoscopic and immersed experience----all these features ensure the further development of intangible cultural heritage.As a typical representative of intangible cultural heritage art,Linqing Tune,an art form that combines spoken dialogue with songs popular in Linqing,Shandong province,still keeps its deep culture and inheritance value in the current society of constant changes.Therefore,it is of great significance for today to spread and develop intangible cultural heritage represented by Linqing Tune with the help of the spread advantage of the convergence media.In the era of convergence media,the spread of Linqing Tune has ushered in a new opportunity.This paper consists of three parts.Firstly,it summarizes the meaning,characteristics and advantages of convergence media in the spread of intangible cultural heritage.In the second part,the development of Linqing Tune is introduced.The artistic characteristics of Linqing Tune are analyzed from four aspects: lyric,qupai(a general term for a tune),track and performance form.Besides,in this part,the spirit and folk culture embodied in Linqing Tune are elaborated and the current situation of its dissemination are analyzed.In the last part,ensuring the original “flavor” of Linqing Tune and taking the advantage of intangible heritage spread via convergence media,the different aiming groups and the diversified spread paths into full consideration,the diversified spread paths of China’s intangible heritage,Linqing Tune as the example,are analyzed and explored in the era of convergence media.Paths are as follows: attract young generation to invigorate the intangible cultural heritage spread by holding activities on campus;rouse the collective memory of local people by holding art and cultural festivals with the inter-generational spread as the main part and online spread as the supplementary;enhance the cultural confidence of local people and the cultural acknowledge of tourists by holding tourist performance and building an online multi-channel and multi-sensory platform;strengthen the interaction of online and offline intangible cultural heritage museums to make the spread more digital and stereoscopic,so as to enhance the audience’s immersive cultural experience;attract young generation and touch audience of different ages via social media such as short videos,live broadcast,We Chat public account,Weibo;open VR online class of intangible cultural heritage to attract the attention of students and people from all walks of life so as to break the old one-way spread limit and regional boundaries.In the age of convergence media,the spread paths of intangible heritage have greatly increased,which,in the future,will be more diversified.Keeping pace with time and innovating the spread paths of intangible cultural heritage are important measures to highlight the cultural characteristics and extend the historical context.Exploring diversified spread paths of intangible heritage is not only beneficial to the integration of traditional culture and modern life,the unity of culture forces,the promotion of national spiritual culture construction,but also beneficial to the integration and development of intangible heritage and culture tourism,the development of Chinese brand and the vigorous development of social economy. |
