On the Conceptual Framework, Practical Challenges, and Implementation Strategies for Digital Communication of Intangible Cultural Heritage

The widespread penetration of digital technologies and the comprehensive popularity of social media have accelerated the era of "universal access to media communication", and digital communication has become a powerful tool for all industries to respond to the development of the times. ICH needs to seize the opportunity of digital communication and make full use of digital technology to promote the healthy, scientific and high-quality development. This article focuses on the theme of "how to achieve digital transformation and upgrading of ICH communication in the digital era". It constructs a conceptual system of digital communication of ICH based on the perspective of "connotation-value-model", and analyzes the current difficulties of digital communication of ICH, including the shortage of new inheritors of digital transformation, the lack of standards and norms in this regard, the one-sided homogenization of the content of digital transmission of ICH, and the neglect of the differences of the recipients of digital transmission of ICH. On the basis of this, this article proposes the ways to realize digital communication of ICH, including establishing a comprehensive standard system for digital communication of ICH, expanding the digital communication mode of ICH supported by new media, strengthening AI empowerment in digital communication of ICH, and encouraging digital communication of ICH based on digital innovation. Digital dissemination is the best choice for ICH to revive and blossom in the digital era, and it needs to be promoted simultaneously in theory and practice.