网络直播赋能非物质文化遗产保护传承与创新发展研究

Research on How Online Live Streaming Empowers the Protection,Inheritance and Innovative Development of Intangible Cultural Heritage

网络直播通过广泛传播渠道、互动的特性以及创新的形式赋能非遗产业发展,对于助力社会经济发展和非物质文化遗产的保护与传承都具有重要的意义。本文构建网络直播促进非遗产业发展水平的评价指标体系,对非遗产业发展水平进行回归分析,研究表明:网络直播对非遗产业的发展起到了比较显著的正向作用。同时,对不同区域的非遗产业发展情况进行实证分析,发现东部和中部地区网络直播对非遗产业的发展大于西部地区。此外,交通设施、经济发展水平等因素也对不同区域的非遗产业发展起到了差异性影响。基于此,应充分发挥政府在网络直播中对非遗产业发展中的总体协调功能,企业应打造平台特色、突破流量困境,平台应规范主播直播行为、孵化非遗产品明星与非遗产品带货I P。

Online live broadcast empowers the development of the intangible heritage industry through wide communication channels,interactive features and innovative forms.It is of great significance to assist social and economic development and the protection and inheritance of intangible cultural heritage.This article constructs an evaluation index system for the development level of the intangible heritage industry promoted by online live broadcasting,and performs regression analysis on the development level of the intangible heritage industry.The research shows that online live broadcasting has played a significant positive role in the development of the intangible heritage industry.At the same time,an empirical analysis of the development of the intangible heritage industry in different regions found that online live broadcasting has contributed more to the development of the intangible heritage industry in the eastern and central regions than in the western region.In addition,factors such as transportation facilities and economic development levels also have differential impacts on the development of the intangible heritage industry in different regions.Based on this,the government should give full play to its overall coordination function in the development of the intangible cultural heritage industry in online live broadcasts.Enterprises should create platform features and break through traffic difficulties.The platform should standardize the live broadcast behavior of anchors,incubate intangible cultural heritage product stars and intangible cultural heritage product sales IP.