AN ECONOMIC ANALYSIS OF THE IMPACT OF DIGITAL ECONOMY DEVELOPMENT ON THE INHERITANCE OF JIAMA WOODBLOCK PRINTING

With the rapid development of the digital economy, the protection and transmission of intangible cultural heritage (ICH) have encountered both new opportunities and challenges. This paper focuses on Jiama woodblock printing, a traditional carrier of folk culture, and explores the impact mechanisms of digital economy development on its inheritance through a questionnaire-based empirical study. The research findings indicate: first, the development of the digital economy significantly promotes the inheritance of Jiama woodblock printing; second, such promotion occurs through enhancing the dissemination of Jiama art and expanding its audience base. Based on these findings, the paper proposes several strategies: deep integration of digital technologies with ICH, improved digital literacy training for inheritors, and the establishment of a government-led, multi-stakeholder support mechanism. These measures aim to achieve the dynamic inheritance and sustainable development of Jiama woodblock printing. This study expands the research perspective on the empowerment of ICH protection by the digital economy and provides both theoretical insights and practical references for addressing intergenerational transmission gaps and enhancing market competitiveness.