数字化语境下海南非遗传播路径探析

Core Viewpoint - The article emphasizes the importance of digitalization and new media in promoting and preserving intangible cultural heritage (ICH) in Hainan, highlighting the need for innovative and market-oriented dissemination methods to enhance the influence of ICH [1][5]. Group 1: Digitalization and Media Impact - The digitalization of ICH has gained global attention since UNESCO launched the "Memory of the World" project in 1992, leading to the establishment of various digital platforms for recording, preserving, and disseminating ICH [1][2]. - Short videos and live streaming have emerged as powerful channels for ICH dissemination, with Douyin (TikTok) reporting a total of 372.6 billion views for national-level ICH project videos in 2023, a 36% increase year-on-year [1][2]. Group 2: Economic Benefits and Audience Engagement - Live streaming has added direct economic benefits to ICH dissemination, with Douyin's 2024 ICH data report indicating a 356% year-on-year increase in orders for ICH group-buy products and a 328% increase in the number of users purchasing these products [2]. - The younger generation, particularly those born in the 1990s and 2000s, not only consumes ICH content the most but also represents the primary purchasing demographic for ICH products, showcasing the potential for revitalizing ICH [2]. Group 3: Policy and Market Integration - The "Hainan Province Intangible Cultural Heritage Regulations," implemented in July 2022, focus on the protection, utilization, and transmission of ICH, establishing a framework for high-quality dissemination driven by government guidance and commercial value [3]. - The integration of policy-driven ICH transmission with market-oriented approaches is essential for effective dissemination, requiring collaboration across various sectors to activate the commercial attributes of ICH [3][4]. Group 4: Enhancing Content Quality and Audience Interaction - To improve ICH dissemination, it is crucial to integrate the production and consumption chains, transforming information recipients into active participants and consumers of ICH products [4]. - High-quality content is necessary to attract sufficient traffic on short video and live streaming platforms, emphasizing the need for emotional interaction and cultural resonance with the audience [4]. Group 5: Cultural Confidence and Future Directions - Protecting, inheriting, and disseminating ICH is essential for cultural confidence and aligns with the practical needs of Hainan's free trade port development [5]. - The article suggests that building a digital community through policy guidance, market-driven initiatives, and effective storytelling will be vital for the living transmission of ICH in the digital age [5].