Dressed in exquisite costumes, adorned with exquisite makeup, and taking a light step, Wu Jingjing, the inheritor of Sichuan Opera, turned blue and turned red in front of a mobile screen, showcasing traditional skills through short videos and live broadcasts. In recent years, there have been many cases where live streaming has helped intangible cultural heritage culture "break out of the industry". According to the rules of the ancients, we can broaden our horizons. Intangible cultural heritage carries the memory of the Chinese nation, condenses the wisdom of our ancestors, and engraves the genes of traditional culture. We must protect, inherit, and make good use of these treasures left by our ancestors. In the era of deep media, some inheritors of intangible cultural heritage and traditional art practitioners have successively "hit the internet", actively utilizing short videos, live streaming and other methods to open up an online "second stage", and actively innovating content expression and enriching presentation forms, injecting a continuous stream of fresh vitality into the inheritance of intangible cultural heritage. According to a report released by a short video platform, as of May 2023, the platform had an average of 19000 live broadcasts of intangible cultural heritage every day and an average of 13 broadcasts of intangible cultural heritage content per minute. "Cloud based" listening to opera, enjoying national music, and watching exhibitions has become a new trend. Treasures give birth to new brilliance, what is their value? It should be noted that intangible cultural heritage, which has accumulated a leisurely heritage, cannot escape the troubles of "growth", such as market inactivation and lost craftsmanship. How to do a good job in live inheritance and achieve sustainable transmission has always been a difficult problem to solve for all parties. From this perspective, live streaming that breaks through the boundaries of time and space, virtual and real, is undoubtedly an ideal way to "stabilize the stock". On the supply side, inheritors of intangible cultural heritage can receive likes and rewards in the "digital market", which can achieve dual identification of spirit and material, and help them do a good job in cultural inheritance work; On the demand side, viewers who lock in the screen can feel the charm of intangible cultural heritage firsthand, and then pay for elegant artistic performances. According to this, the bidirectional pursuit of commercialization of art and popularization of intangible cultural heritage techniques is a beneficial "win-win" strategy. Furthermore, live streaming has also opened up new ideas for "amplification". For the protection of intangible cultural heritage, the true purpose is to create a strong vitality, enable it to truly enter life and the market, cultivate a more complete cultural ecology, and achieve sustainable monetization and profitable development. According to data from a certain short video platform, the age proportion of intangible cultural heritage creators born in the 1980s and 1990s is relatively high on their platform, indicating that live streaming has driven more and more young people to engage in intangible cultural heritage work. Ordinary viewers who are also in the live broadcast room will also enhance their sense of identification and acceptance of traditional culture through exposure, thereby stimulating their interest in intangible cultural heritage techniques. Only with proper inheritance and development can there be a path. Since short video platforms are one of the important means for viewers to "discover intangible cultural heritage" and "spontaneously generate blood" for intangible cultural heritage projects, we should take advantage of the situation and strive to make some achievements in "intangible cultural heritage+live streaming". Short video platforms can fully leverage their unique advantages and provide technical support; Relevant departments should also transform the intangible heritage inheritance model from focusing on protection and promotion to focusing on both protection and promotion, and actively use "Internet plus" talents such as high-quality cultural and tourism anchors to enable intangible heritage inheritance. (New News Agency)
Edit：XiaoWanNing Responsible editor：YingLing
Source：NanFang-daily
Special statement: if the pictures and texts reproduced or quoted on this site infringe your legitimate rights and interests, please contact this site, and this site will correct and delete them in time. For copyright issues and website cooperation, please contact through outlook new era email：lwxsd@liaowanghn.com
Recommended Reading Change it 
Home
