Inheritance and dissemination are the two wings of intangible cultural heritage protection. With these two wings, intangible cultural heritage can fly high and far. In modern media society, the importance of communication in the protection of intangible cultural heritage is even more prominent. It is not only a means of recording intangible cultural heritage, but also constructs the public's "cultural imagination" about intangible cultural heritage, providing an effective way for the protection, transformation, utilization, and development of intangible cultural heritage. With the support of various modern communication methods, intangible cultural heritage has become a hot topic of concern for all sectors of society, and a large number of film and television works, art works, and literary works that incorporate intangible cultural heritage elements have emerged. At the same time, we should also recognize the inheritance difficulties faced by intangible cultural heritage - some inheritors of intangible cultural heritage are aging severely, some intangible cultural heritage skills lack successors, and even some "obscure" intangible cultural heritage is ignored. To enhance the vitality of intangible cultural heritage and strengthen its vitality, it is necessary to transform the dissemination power of intangible cultural heritage into inheritance power. To achieve an effective transformation from dissemination to inheritance, it is not enough to rely solely on visual means to create "cultural imagination". We need to bring intangible cultural heritage back to its original cultural context and community. Intangible cultural heritage should return to daily life. Culture is life itself, and intangible cultural heritage is the part of daily life that has been excavated. Xiang Zhaolun, former deputy minister of the Ministry of Culture and Tourism, once wrote that "intangible cultural heritage is not just a product or work that embodies cultural traditions, but also a visible and participatory way of life... We need to support the return of intangible cultural heritage to communities and daily life, so that it can be reflected and inherited in the daily lives of thousands of households, and become a current way of life." How to truly integrate intangible cultural heritage into people's daily lives and establish a social participation mechanism for the public in intangible cultural heritage protection is the key issue for protecting, inheriting, and utilizing intangible cultural heritage well. Imaging is one of the most effective ways for intangible cultural heritage to return to the daily lives of the general public. Images can uncover intangible cultural heritage elements hidden deep in daily life and tell stories of intangible cultural heritage from the perspective of ordinary people. For example, the taste of home, the needlework of a mother, the labor of a craftsman... all of these can evoke emotional resonance among the public and stimulate their interest in intangible cultural heritage. In addition, images endow intangible cultural heritage with symbolic value, making it a cultural trend. The bamboo weaving utensils in some popular movies and TV dramas, as well as the tea making techniques of the Song Dynasty, have created a unique Chinese aesthetic of life, attracting the attention of young people and driving related cultural consumption. In this way, intangible cultural heritage can not only return to daily life, but also strengthen cultural identity in mass consumption and promote dynamic inheritance. Intangible cultural heritage should return to cultural subjectivity. The existence of intangible cultural heritage cannot be separated from cultural subjects - groups, organizations, and individuals. According to the definition of UNESCO, the protection of intangible cultural heritage must respect cultural subjectivity. This means encouraging community members to participate in the dissemination of intangible cultural heritage, ensuring that the content is authentic, vivid, and vibrant. In recent years, a large number of intangible cultural heritage inheritors and community workers have used modern communication tools to record the intangible cultural heritage of their locations. They share a common cultural background and life experience with these intangible cultural heritages, and can go beyond the perspective of curiosity to explore the social functions of intangible cultural heritages in ecological protection, community governance, rural revitalization, and other aspects. This kind of dissemination that returns to cultural subjectivity not only allows intangible cultural heritage to return to 'us', but also establishes a common cultural identity and writes a shared national cultural memory. With the practice of a large number of intangible cultural heritage dissemination projects, a standardized and sustainable local image practice model has gradually formed, which has driven the cultural consciousness of the people in the location of intangible cultural heritage. For example, rural image action projects led by community members such as Yunnan's "Rural Eye" and Guangxi's "Bai Ku Yao Rural Image Group" use images as an effective means of recording intangible cultural heritage archives and conducting cultural education, tapping into the endogenous power of intangible cultural heritage protection. At the same time, the exhibition of intangible cultural heritage works in some places has also achieved the feedback of local culture through dissemination. For example, the "Documentary Tour" of Guangxi Ethnic Ecological Museum brings intangible cultural heritage films back to villages for screening, awakening local people's sense of identity with local culture and encouraging them to rediscover traditional customs and skills. This kind of dissemination not only brings intangible cultural heritage back to 'us', but also transforms its dissemination power into inheritance power. After more than 20 years of systematic excavation, organization, protection, and inheritance, China has formed a cultural system and environment that has begun to take shape for the protection and inheritance of intangible cultural heritage. The protection and inheritance of intangible cultural heritage has gradually expanded from a national project led by the government and professionals to a social action involving the entire population. Some intangible cultural heritage has also gradually returned to the daily lives of the public and gained new vitality. Of course, to truly achieve an effective link between the dissemination and inheritance of intangible cultural heritage, and to transform the power of dissemination into the power of inheritance, many difficulties and challenges need to be overcome. In the future, we should continue to use modern communication methods to enhance the possibility of multi-party collaborative participation in the protection and inheritance of intangible cultural heritage, stimulate the enthusiasm of the whole nation to participate in the protection and inheritance of intangible cultural heritage, so as to revitalize intangible cultural heritage in modern society. (New Society)