Research On The Communication Effect Of The Intangible Cultural Heritage Report Of Enshi Daily

Enshi Daily,as the mainstream media of Enshi Prefecture,plays a vital role in protecting and inheriting the intangible cultural heritage of the region with its credibility and influence.This study selects the intangible cultural heritage report of Enshi Daily as the research sample.On the basis of collecting and sorting out the relevant research results,it uses the research methods of content analysis,document analysis and questionnaire survey to carry out research on the communicator,media,text and audience of the intangible cultural heritage report,and analyzes and summarizes the basic situation,influencing factors and communication effects of the intangible cultural heritage report of Enshi Daily.Firstly,using the content analysis method,this paper constructs a category of the scale and content of the intangible cultural heritage reports of Enshi Daily,which is classified into eight categories: report manuscript,report frequency,report length,report version position,report intangible cultural heritage level,report theme,report genre,report source,and report tendency.It concludes that its scale has a stable number of reports,and its report version is mainly cultural Pay attention to national intangible cultural heritage report and other characteristics;In terms of content,communication is the main reporting genre,attention is paid to official government sources,and positive reports are the main ones.They have typical party newspaper propaganda colors and ideologies,and intangible cultural heritage reports on different topics are reported,but the number of reports is uneven.Secondly,on the basis of analyzing the report text of the intangible cultural heritage of Enshi Daily and summarizing and sorting out the relevant documents of the intangible cultural heritage,this paper studies the impact of the topic construction of the intangible cultural heritage report of Enshi Daily on the macro and micro dimensions.On the macro level,various intangible cultural heritage activities of the Party and the government are the focus of the media.In addition,building the intangible cultural heritage brand to promote the economic development of the state,and the promotion and education activities of intangible cultural heritage will affect the selection of intangible cultural heritage topics by Enshi Daily.At the micro level,the operation mechanism of media organizations,the processes of news production,the choice of "gatekeeper" for news value and the media literacy of individual journalists will all affect the construction of intangible cultural heritage issues and the communication effect achieved.Finally,the author uses the questionnaire method to randomly distribute questionnaires to the readers of Enshi Daily in eight counties and cities of Enshi Prefecture to analyze and sort out the sample data of the audience.From the three dimensions of the audience’s cognition,attitude and action,the author analyzes the communication effect of Enshi Daily’s intangible cultural heritage and draws a conclusion: from the perspective of the cognitive effect,the audience reports on intangible cultural heritage frequently The theme of intangible cultural heritage that is more close to their own life has a higher degree of cognition;From the perspective of emotional and attitudinal effects,the audience’s attitude towards intangible cultural heritage reports has a significant positive tendency and a high degree of recognition;From the perspective of behavior,the audience is more willing to share and forward the content of intangible cultural heritage,and more than half of the audience are willing to participate in offline activities related to intangible cultural heritage,so the intangible cultural heritage report has guiding practical effect.Based on all the above studies,it is concluded that the intangible cultural heritage report of Enshi Daily has some problems in the process of dissemination,such as weak reporting continuity,insufficient critical reporting,weak interactive effect of intangible cultural heritage report,and insufficient timeliness of intangible cultural heritage report.In view of these problems,it is proposed to ensure the continuity of the issue,pay attention to the balance between positive and negative reports,improve the reporting model,strengthen the interactive effect of the agenda,and reaffirm and return to the social heritage inheritance function of the media In order to provide ideas for the dissemination of intangible cultural heritage reports in Enshi Daily and continuously improve the effect of cultural dissemination,we should take measures such as the degrading of intangible cultural heritage reports.