The dissemination of intangible cultural heritage is a dynamic dissemination based on human beings, which is transmitted through oral and heart-teaching methods. This kind of inheritance method is very dependent on the inheritor, and it is very easy to cause the attenuation or loss of cultural connotation in the process of communication. With the continuous advancement of globalization and digitalization, the emergence of new media forms has brought a certain impact to the dissemination of intangible cultural heritage. The traditional dissemination and promotion of intangible cultural heritage mainly relies on oral, written, pictures and other forms. If the original dissemination method is continued without innovation, the intangible cultural heritage may face the embarrassing situation of being left out. For this, we must not Don’t think about new channels and ways of dissemination of intangible cultural heritage. From the perspective of intangible cultural heritage inheritance and creative communication, this paper analyzes the characteristics of intangible cultural heritage works from the perspective of new media communication, and proposes diversified creative methods and multi-platform communication methods to protect and inherit our country's intangible cultural heritage. This article uses the literature research method to grasp the current research status of our country's intangible cultural heritage through the study of a large number of literature materials, and to provide a theoretical basis for subsequent investigation and research. It also uses the questionnaire survey method to learn about the market’s demand and interest in intangible cultural heritage, which is of great help to the implementation of inheritance and creative communication practices. The results of the experiment show that the media has the greatest influence, accounting for 65.1%; followed by friend promotion and museum exhibitions, accounting for 35.6% and 38% respectively; people who actively understand through their hobbies and interests are the least, accounting for only 13.6%, and they are passively accepted mainly. Therefore, new media inheritance and creative dissemination of intangible cultural heritage is very necessary.

Junjie Lai, Ying Bai. Inheritance and Creative Communication of Intangible Cultural Heritage from the Perspective of New Media Communication. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 9: 36-43. https://doi.org/10.25236/IJFS.2021.030907.

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