Strategy And Design Of Intangible Cultural Heritage In Generation Z

Intangible cultural heritage is the intangible cultural heritage of mankind,bearing the genes and blood of a country and a nation.Inheriting intangible cultural heritage is a continuation of historical civilization and an important foundation for building a spiritual home shared by all nations.With the improvement of science and technology,it has become an inevitable trend to digitally inherit intangible cultural heritage.Internet and digital technology escort the complete protection,sharing,dissemination,development and utilization of intangible cultural heritage.However,digital technology is only a means,and the live transmission of intangible cultural heritage lies in "people".Among the groups that digitally inherit intangible cultural heritage,Generation Z(born between 1995 and 2009),which is accompanied by the Internet,is a backbone that cannot be ignored.How to attract the most influential Generation Z and make use of digital technology to close the distance between intangible cultural heritage and people in the new era is particularly important for the digital inheritance of intangible cultural heritage.This paper mainly discusses the ideas and methods of integrating intangible cultural heritage into the daily life of the main audience of Generation Z by digital means.Firstly,the concept,key elements and paths of digital inheritance of intangible cultural heritage are sorted out,and the main points of digital inheritance of intangible cultural heritage are summarized by analyzing the present situation of digital inheritance of intangible cultural heritage.After that,we gain insight into the target audience,extract the cultural needs of the Z generation group,and put forward the digital inheritance strategy of intangible cultural heritage for the main audience from three aspects: changing cognition,participating in interaction and cultural identity,so as to provide direction guidance for design practice.Finally,based on the "display and dissemination" path in the digital inheritance path of intangible cultural heritage,the content display design and dissemination practice of Tai Ji Chuan are carried out on the social media platform.According to the strategic direction discussed above,this paper puts forward more detailed design practice points for Tai Ji Chuan,and verifies the proposed viewpoints in the actual content creation and publishing test.The main body of inheritance,digital technology and cultural content are the key elements of digital inheritance of intangible cultural heritage.This topic takes Generation Z as the target group and the social media platform based on network transmission technology as the carrier,and carries out the practical promotion and design practice of cultural content in Tai Ji Chuan,so as to provide a feasible scheme reference for the intangible cultural heritage to better connect Generation Z.At present,the platform promotion has achieved initial results,accumulated a certain number of fans,and achieved the goal of changing audience cognition and attracting audience attention in the initial stage.In the follow-up,we will pay more attention to the sustainability of the content,and constantly improve the quality and value of the promotional content according to the real-time feedback from users,so as to enhance the audience’s activity and identity,and contribute to the digital inheritance of intangible cultural heritage.