Intangible heritage ＂touching the net＂ promotes protection and inheritance

"Online Snack Street", "Intangible Music Week" and "Intangible Online Shopping Festival" … Nowadays, many online intangible cultural heritage projects are becoming popular objects of netizens.

In recent years, with the rapid development of digital economy, the traditional industries have been constantly stimulated to change, and intangible cultural heritage has also been transformed into "online celebrity" by the express train of digital economy. In particular, the continuous introduction of relevant policies has brought unprecedented opportunities to the road of non-legacy "online celebrity". The "14th Five-Year Plan for the Protection of Intangible Cultural Heritage" recently released by the Ministry of Culture and Tourism emphasizes the use of short videos, live broadcasts and other new media to cultivate a number of "online celebrity" brands.

The data shows that there are nearly 900,000 intangible resources in China, but not all intangible resources are suitable for commercialization. Some "online celebrity" non-legacy projects have also caused some doubts. Some people think that they lack creativity, while others are worried about over-exploitation. This shows that non-legacy "touching the net" should balance the relationship between protection, inheritance and innovation and development, and can’t take care of one thing at a time and put the cart before the horse.

Specifically, first of all, we should take people as the core and make the non-legacy "live". Intangible cultural heritage is a people-centered live transmission, which should comprehensively consider the characteristics of non-genetic inheritors, disseminators and consumers, so as to inject more vitality into the intangible cultural heritage "online celebrity" market.

Secondly, make good use of digital media technology to make the intangible cultural heritage more "sensible". The blessing of new media such as short videos and live broadcasts can make the intangible heritage "audible", "tangible" and "taken away". However, we should also pay attention to the limitations of digital media in displaying intangible culture, and avoid making intangible brand-building stop at the surface and become a mere formality.

Finally, reasonably promote the development of non-legacy brands to make the transformation more "orderly". We should further improve the design and production level of intangible products, and at the same time, promote the transformation and upgrading of intangible brands in an orderly manner. Expand the brand influence and industrial chain of non-legacy products on the premise of maintaining the original product form and cultural essence.

Non-genetic inheritance not only needs to protect traditional skills, but also needs to continuously expand non-genetic broadcasting channels. Only by reasonably balancing the relationship between the two can the road of "online celebrity" be more stable, better and farther. (Wei Sun)