| Music intangible cultural heritage is an important "code" to show human culture and an important symbol to highlight regional cultural characteristics.Among the four national "intangible cultural heritage" lists currently published,there are 189 "intangible cultural heritage" of traditional music,and 13 intangible cultural heritage of world music,including Hua’er,Beijing opera,Kunqu Opera,etc.The protection of music intangible cultural heritage has always been an important topic in the world.However,with the change of users’ information exchange mode and the transmutation of communication function in the network era,the music intangible cultural heritage has fallen into the dilemma of being dissolved in the process of modernization.Besides,its living environment has become more and more complex,which has been impacted by the new media environment.As McLuhan said in his "media is message" theory,the change of people’s needs will promote the change of media,In other words,it is inevitable that new media will be popular.Therefore,the dissemination of music intangible cultural heritage should conform to the inevitable law of social development,and it is urgent to adapt to the new media communication platform.In recent years,the new media platforms of short video are popular.The Tik Tok platform that leads the short live video industry has over 400 million live users in 2020,which can prove the short video platform has become an important way to disseminating music "non heritage".Therefore,this paper will take the human intangible cultural heritage Hua’er as the research object,using content analysis and network interviews.through a deep analysis of the difficulties faced by the inheritance of Hua’er,this paper provides some constructive suggestions,in order to make the Hua’er songs and other music "intangible cultural heritage" better use the communication tools of the Internet era and attract more young users.The article is divided into six parts.The first part mainly introduces the necessity of using short video media to spread music intangible cultural heritage and the research contributions made by scholars,and discusses the representative analysis of "Hua’er" in music intangible cultural heritage.By focusing on the inheritance of "Hua’er" folk songs,it leads to the core issues of this paper,and combs the concept and epistemology of "media is information".The second part mainly analyzes the communication content of "Hua’er" on the short video platform from multiple perspectives,and introduces the current situation of the communication of "Hua’er" on the short video platform.The third part mainly analyzes three short video platform on the interaction of "Hua’er" by data.The fourth part of "Hua’er" short video account operation case analysis,explore the current short video operation process to build a new communication characteristics,such as "living" inheritance into a trend,build new communication object,form "interest margin" as the core of the user circle.The fifth part mainly describes the problems and development bottlenecks of "Hua’er" folk songs in the short video platform through interviews and data methods,and these problems are common in the music "intangible cultural heritage" short video.Therefore,this paper combines the domestic and foreign research on the music "intangible cultural heritage" new media communication and the author’s research results,In the sixth part,it puts forward some concrete and feasible improvement suggestions,in order to make folk songs better adapt to the short video communication scene and contribute to the inheritance of intangible cultural heritage culture.Music is a part of the Chinese culture.Singing is an important carrier of the national culture.Therefore,if we want to let more and more people understand the intangible cultural heritage,the way of communication should keep pace with the times,and the content of communication should be inclusive.Only through the continuous development of self-denial,can more people participate in the relay race and achieve the real protection and inheritance. |
