The Influence of Social Media on the Dissemination of Intangible Cultural Heritage: A Case Study of Jiangsu Lacquer Fans

Abstract

In recent years, social media has rapidly developed, providing not only a new platform for cultural activities but also greatly enhancing the speed and scope of dissemination, ushering in new opportunities for the cultural heritage dissemination and achieving partial reconstruction. The dissemination and inheritance of intangible cultural heritage have always received widespread attention from all sectors of society. However, issues such as homogenization of content and a lack of innovation persist in the transmission of intangible cultural heritage. This article focuses on the theme of the context of contemporary digital platforms, deeply analyzes the impact of social media on the spread of intangible cultural heritage, and takes Jiangsu lacquer fans as an example. This analysis concludes that social media has broadened the audience for intangible culture, though the depth of dissemination and level of cultural innovation require further enhancement. On this basis, this article suggests improving communication platforms and innovating communication forms to establish sustainable commercial development channels, in order to promote better regional adaptation and inheritance development of intangible cultural heritage under social media.