| With the development of media technology and communication theory,emerging media and traditional media are constantly integrated in communication practice,showing a development pattern of mutual integration and complementary advantages.The immediacy and interactivity of emerging media are gradually integrated with the authority and professionalism of traditional media,resulting in a new communication concept-"melting media".The integrated media effectively combines the professional authority of traditional media and the high efficiency of new media,which makes its communication show typical advantages in terms of efficiency and immediacy,authority and accuracy,interactivity and multidimensional,stereoscopic and immersion.In the field of cultural communication,intangible cultural heritage(hereinafter referred to as "intangible cultural heritage"),as the wisdom crystallization and spiritual bond of the Chinese nation,should help the "intangible cultural heritage" project to glow with vitality with the help of the advantages of the media.Pingguo Zhuang ethnic Liao songs,which spread in Youjiang River Valley,contain rich cultural and historical connotations,and were listed in the national "non-legacy" project at the beginning of the 21 st century,attracting the attention of all walks of life and the research interest of scholars.In the era of media integration,there have been new changes in the subject,channel,content,audience and effect of Pingguo Zhuang’s Liao songs.For example,the subject of communication not only depends on the inheritors of Liao songs,but also the media and audience become a part of the subject of communication through "secondary communication";Communication channels present diversified channels with the help of emerging media and traditional media;The content of communication is combined with current affairs and politics,which is constantly enriched and deepened;Due to the development of the Internet,there are more communication audiences.The communication effect has also been gradually enhanced,and the popularity of Liao songs has been improved.However,due to the influence of social development,ideological changes,changes in media technology and the impact of multi-culture,Zhuang ethnic Liao songs are still facing problems in horizontal and vertical communication,such as lack of inheritance,insufficient integration of communication channels,lack of innovation and fragmentation of communication content,and reduced audience.Therefore,in the era of media integration,how to promote the inheritance and development of Zhuang ethnic Liao songs with the help of the communication concept of media integration has become an urgent problem to be solved.Through the comprehensive application of communication theory and the concept of "integrating media",the following suggestions are drawn.First,cultivate new inheritors of Liao songs at the talent level,and promote the innovation of inheritors’ training mode.Second,at the channel level,learn the "central kitchen" model and build a network platform.Thirdly,on the content level,establish a database of Zhuang ethnic Liao songs,optimize the dissemination content and promote the innovation of Liao songs.Fourth,at the audience level,relying on the media to expand the scope of the audience and expand the potential audience.Fifth,on the effect level,build regional brands and strengthen the communication effect. |
