Research on the Protection and Inheritance Strategies for Jiajiang Woodblock New Year Paintings from the Perspective of New Media

This article takes the inheritance and protection of Jiajiang woodblock New Year paintings, a national intangible cultural heritage, as the research object, and systematically analyzes its current development difficulties. Research has found that under the impact of the digital wave, this traditional craft is facing practical problems such as shrinking inheritance spectrum, single dissemination channels, and sustained low attention from young people. Specifically, this is manifested in the lack of publicity matrix leading to public cognitive confusion, outdated product design resulting in weak market competitiveness, and slow digital transformation leading to insufficient cultural innovation momentum. This article starts from the perspective of new media, using successful cases of digital technology in the inheritance and protection of cultural heritage as a reference, aiming to explore how Jiajiang New Year's paintings can activate the display scene of New Year's paintings through OLED transparent screen interactive devices, use VR documentary technology to construct immersive narrative spaces for intangible cultural heritage, design digital IPs and derivatives of New Year's paintings with regional characteristics, and other new technologies and methods to promote inheritance, development and innovation, providing an operational paradigm for the digital transformation of intangible cultural heritage.