A106: Motivations for Grassroots Inheritance of Intangible CulturalHeritage

<bold>Background:</bold> The protection movement for intangible cultural heritage is gradually becoming a global trend. However, the intangible heritage protection movements led by governmental organizations have been criticized for issues related to "authenticity" and "nationalism." Bottom-up inheritance and protection, or grassroots heritage preservation, refers to the process where intangible cultural heritage is continuously passed down within local communities and by the people themselves. Currently, there is limited research discussing intangible cultural heritage from the perspective of grassroots inheritance. This study selects collective action theory as the analytical framework and examined the motivations behind the formation of the Yingge team in DH village in the Chaoshan area of China, exploring the strategies they employ to achieve common goals collaboratively, providing references for grassroots involvement in the planning and protection of intangible cultural heritage preservation. <bold>Method:</bold> Data were collected through participatory observation and semi-structured interviews, with two core questions being "Why did you join the Yingge team?" and "What motivates you to continue training?" Finally, a three-step content analysis process was used to analyze the data and extract key insights. <bold>Results:</bold> The study concluded three main points: 1. Collective nostalgia motivates villagers to participate in the inheritance of the Yingge dance, strengthening collective identity by preserving traditional customs. 2. A stable living environment and superior material foundation have shifted villagers' needs towards seeking greater social recognition and attention, with participation in the Yingge team being one way to achieve this. 3. The activities of the Yingge team are not only a form of intangible cultural heritage inheritance but also a way to bring the extended family together again, driven by the belief in fighting for family honor. <bold>Conclusion/Discussion:</bold> The villagers' motivation to participate is more rooted in respect for cultural traditions and the maintenance of clan honor. This collective action driven by internal beliefs and values reflects the behavior model of the "conceptual person." This finding effectively refutes the rational actor assumption in traditional collective action theory. Therefore, understanding and utilizing this motivational mechanism based on the conceptual person assumption is crucial for promoting the grassroots inheritance and protection of intangible cultural heritage.