Research on the Current Situation and Strategies of the Propagation of Intangible Cultural Heritage Images Based on the SMCR Model——Taking the Images of Gannan Hakka Intangible Cultural Heritage as an Example
The alternation of technology has led to the transformation of the communication mode of intangible cultural heritage from oral transmission to audio-visual communication.With the help of digital images and media platforms,the intangible cultural heritage,which was once considered as difficult to understand and appreciate,has escaped the constraints of time and space.The production mode of subjective co-creation and diversified content formats have promoted the social communication of intangible cultural heritage images.This article applies the SMCR communication model,taking the image of Gannan Hakka intangible cultural heritage as the re-search object,and analyzes the current situation and problems of the communication of Gannan Hakka intangible cultural heritage ima-ges from the four levels of source,information,channel,and receiver.In this way,the article proposes a strategy for the communica-tion of intangible cultural heritage images,focusing on the team building of inheritors,cross-media narrative expansion of"story world",online and offline communication channels extension,optimizing user experience and feedback mechanism,etc.,in order to promote the living inheritance and dissemination of Gannan Hakka intangible cultural heritage.
intangible cultural heritage imagesGannan HakkaSMCR communication model
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