Research On New Media Communication Of Morin Khuur Culture

In the new media era,China’s Mongolian intangible cultural heritage is facing many problems,challenges and opportunities in the process of dissemination,development,promotion and publicity.This paper analyzes and discusses how to use new media to spread and develop Morin Khuur music,which is a representative national intangible cultural heritage,through the culture of Morin Khuur.Through data statistics,sample survey,empirical analysis and literature collation,this study finds the communication status of Morin Khuur culture from the perspectives of traditional media and new media.This study takes Morin Guqin as the research object,mainly studies the new media communication of Morin Guqin culture,and analyzes the current situation of new media communication and development of Morin Guqin culture from five aspects: public account,microblog,official website,client and short video.This paper has five parts to analyze and discuss.In the introduction part,background and significance 、 the purpose of this study are expounded,and the literature review is carried out on the dissemination of Mongolian intangible cultural heritage,the dissemination of traditional culture under the background of new media,the dissemination of horsehead culture and other aspects,and the research methods and theoretical basis adopted in this paper are explained.The first chapter is an overview of Morin Khuur culture,which is mainly divided into Mongolian intangible culture.the overview of the Morin Khur and the culture of the Morin Khur.The overview of the Morin Khuur describes the structure of the Morin khuur 、the history of the Morin Khuur and the origin of the name of the Morin Khuur,.The culture of the Morin Khuur tells the concept of the culture,the representative inheritors of the Morin Khuur,the application of its intangible heritage,the value of the Morin Khuur culture and the characteristics of the Morin Khuur culture.The second chapter expounds the current situation of traditional media communication of Morin Khur culture,and makes a simple analysis of the current situation of traditional media communication of Morin Khur culture from five aspects: newspaper communication,television communication,Morin khur teaching and guidance form communication.Morin khur performance and MV form communication,and Morin khur exhibition form communication.The third chapter is the focus of this study,which expounds the current situation of the new media communication of Morin Khuur culture.The status quo of communication is analyzed from five aspects,namely: the communication of public account based on articles and texts,the communication of microblog based on videos of morin Khuur performance,the communication of official website based on teaching tutorials,the communication of client based on information documents,and the communication of short videos based on scroll and live broadcast.It includes the analysis of the content of communication,the analysis of the subject of communication,the analysis of the object of communication and the analysis of the effect of communication.The fourth chapter studies the problems and communication strategies of Morin Khuur culture in new media communication.pointing out the problems existing in the new media communication of Morin Khur culture from four aspects,as well as how to use new media to do a good job in the communication of Morin Khur culture,timely adjust the corresponding countermeasures,and use new media to promote and publicize the culture.