This paper discusses the interactive relationship between Zhejiang's non-genetic heritage and media communication. Firstly, it introduces the characteristics of Zhejiang's non-genetic heritage, the current status of inheritance and media support. Secondly, it analyses the role of the media in promoting NGT and the challenges it faces, including publicity and promotion, education and communication, and the combination of cultural industries. Then, the role and shortcomings of the media in NGL inheritance are summarised through case studies of success and failure. Then, media strategies to promote interaction are proposed, including the establishment of a diversified communication platform, the strengthening of cooperation between the media and NGT, and the promotion of training for NGT inheritors. Finally, for the sustainable development of NGT, policy support, talent cultivation, market expansion and international exchange are proposed. This paper aims to provide theoretical guidance and practical reference for the interaction between NGT and media in Zhejiang, and to promote the inheritance and protection of NGT culture.

Yuting Zhang. Exploration of the Interaction Dynamics between Intangible Cultural Heritage Inheritance and Media Communication in Zhejiang Province. Academic Journal of Humanities & Social Sciences (2024) Vol. 7, Issue 6: 251-256. https://doi.org/10.25236/AJHSS.2024.070639.

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