China News Service, March 1 (China News Finance reporter Wu Tao) "Local governments and relevant departments should support and encourage intangible cultural heritage inheritors from all over the world to participate in webcast training, and use tools such as live streaming rewards and e-commerce to create economic benefits for intangible cultural heritage. .” Recently, Zhang Yiwu, a member of the National Committee of the Chinese People’s Political Consultative Conference and a professor of the Chinese Department of Peking University, put forward such a suggestion.
Zhang Yiwu gave an example that the "fire-roasted tea" that has been highly praised by young people recently originated from the "huotang roasted tea" left in Yunnan. Without the popularity of the former in live broadcasts and short videos, the latter may remain silent. smell it.
The lack of influence on the Internet is also an important reason why many heritages are difficult to develop.
Data map.
Agarwood carving.
Photo by He Wei
Zhang Yiwu pointed out that the number of intangible cultural heritage inheritors is small and their income is low, and there is a lack of manpower needed to develop the "intangible cultural heritage + cultural tourism" market.
The inheritors at all levels are old and small in number, and most of them devote their whole lives to the study of intangible cultural heritage skills, and are not familiar with the operation and promotion of inheritance projects.
Due to the inability to undertake the consumer demand for intangible cultural heritage in the cultural tourism market, it is difficult to transform its business into economic benefits. The imbalance between input and output has resulted in very few young people willing to learn intangible cultural heritage skills, and practitioners are dying more and more, entering a vicious circle.
For this reason, Zhang Yiwu suggested that "Internet +" talents such as high-quality cultural and tourism anchors should be made good use of to "receive new ideas" for the dissemination of intangible cultural heritage.
Due to the flexible employment opportunities provided by live broadcasts, many cultural and tourism practitioners have taken the initiative to carry out live broadcasts of intangible cultural heritage and continue to produce high-quality content.
Local cultural and tourism departments should be encouraged to cooperate with the above-mentioned anchor talents, invite them to promote cities, scenic spots, and local history and culture, and "drain" and "acquire customers" for local characteristic intangible cultural heritage projects.
"For intangible cultural heritage anchors with strong abilities, relevant departments can invite them to form pairs with authoritative inheritors of the same intangible cultural heritage project for one year or more to exchange and help in skills training and intangible cultural heritage communication. Those who perform particularly well Participate in the national, provincial, municipal and county-level identification of intangible cultural heritage inheritors and add appropriate points." Zhang Yiwu said.
Zhang Yiwu also suggested that local governments and relevant departments should support and encourage intangible cultural heritage inheritors from all over the world to participate in webcast training, and use live broadcast rewards, e-commerce and other tools to create economic benefits for intangible cultural heritage.
The government, universities, and platforms should strengthen cooperation, conduct joint training for inheritors on how to use live broadcasts to promote intangible cultural heritage, maximize the use of the skills and experience of intangible cultural heritage inheritors, and encourage inheritors to carry out live broadcast rewards, e-commerce and other diversified income attempts, enter A virtuous circle of mutual promotion of cultural inheritance and income increase.
"All localities carry out activities such as intensive publicity of 'intangible cultural heritage' dissemination on the live broadcast platform to strengthen the dissemination of intangible cultural heritage knowledge for young people. All localities should regularly carry out activities such as 'intangible cultural heritage knowledge live broadcast week' to encourage intangible cultural heritage practitioners to use live broadcast rooms to Display local intangible cultural heritage skills and handicrafts in an all-round way, and cooperate with immersive offline cultural activities, so that small intangible cultural heritage can enter the vision of young people through new media. By vigorously promoting intangible cultural heritage knowledge, cultural tourism consumption can also be better promoted .” Zhang Yiwu suggested.
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