Analysis Of The Dissemination Of Intangible Cultural Heritage In The New Media Environment

As an outstanding representative of embroidery,Gu Embroidery is a unique artistic and cultural symbol of China,which is representative of Shanghai and features of eastern culture.On May 20,2006,Gu embroidery listed in the first batch of state-level non-material cultural heritage list,after the Shanghai normal university in November 28,2018,approved by the Ministry of Education first "Gu embroidery inheriting Chinese excel ent traditional culture",as the Shanghai normal university students as well as the great honor to have this aware of yourself as a member of the Chinese nation,we shoulder the big responsibility of traditional culture.In this paper,Gu Embroidery is selected as the research object.Based on the communicatio n theory,literature analysis,case analysis and other research methods are used to specifically discuss the communication mode of Gu Embroidery under the new media environment.First summarizes Gu embroidery through literature and data as non-material cultural heritage has a very high artistic value,social value and economic value,the spread of Gu embroidery for both the country and is of far-reaching significance to the people,after using concrete examples analysis of traditional media Gu embroidery existing advantages and disadvantages,finally focuses on the spread of new media to Gu embroidery advantages of and problems existing in the now.After the analysis of the above problems,discuss how to reposition,redevelop and repackage Gu Embroidery,and explore the best propagation mode and path of Gu Embroidery.Gu embroidery spread and carry forward the need of each link of the output,combined with an efficient online depth cooperation of old and new media,campus enterprise combination,make good use of new media primarily the advantage of each platform,enhance the visibility of Gu embroidery,attract more Gu embroidery amateur,form continuous transmission efficiency,make Gu embroidery well inheritance and carry forward,continue to witness the nation's history and development,carries the wisdom of the masses of all nationalities and the emotion.