数字消费时代非物质文化遗产的IP化创新及其传播策略研究

Research on IP-based Innovation and Communication Strategies of Intangible Cultural Heritage

在新时代,让非遗在传播与推广中焕发新的活力,增加非遗受众人群,是非遗存续的关键。将非遗IP化创新,更容易在传播过度的社会抓住受众转瞬即逝的注意力。通过“非遗IP+内容”、“非遗IP+旅游”、“非遗IP+文创产品”等线上线下多渠道传播非遗文化,构建全媒体传播矩阵,有助于非遗文化的粉丝圈层,扩大其应用价值和经济价值,有效解决非遗文化的自我“造血”能力,从而促进非遗文化的可持续性传承与传播。

In the new era,the key to the survival of intangible cultural heritage is to revitalize its dissemination and promotion,and increase its audience.Innovating the IPization of intangible cultural heritage makes it easier to capture the fleeting attention of the audience in a society of excessive dissemination.By spreading intangible cultural heritage through multiple channels online and offline,such as"Intangible Cultural Heritage IP plus Content","Intangible Cultural Heritage IP plus Tourism",and"Intangible Cultural Heritage IP plus Cultural and Creative Products",and constructing a full media dissemination matrix,it helps to expand the fan circle of intangible cultural heritage,expand its application value and economic value,effectively solve the self"hematopoietic"ability of intangible cultural heritage,and promote the sustainable inheritance and dissemination of intangible cultural heritage.