Research on the Communication Strategies of Intangible Cultural Heritage in the Media Convergence Era

With the rapid development of information technology, traditional media can no longer meet people’s diverse needs. New media have emerged and thrived rapidly, playing an increasingly important role in people’s lives. The boundaries between the two are gradually blurring, and the integration of different media forms has become an inevitable trend. Media convergence technology has emerged as the times require and has increasingly become an important medium for people’s production and life. Media convergence is the organic integration of multiple media forms. Through multi-dimensional displays such as text, images, audio, and video, it greatly enriches the layering and interactivity of information dissemination. Intangible cultural heritage is a precious wealth of human civilization. Its inheritance, protection, and innovative development have increasingly become the focus of people’s attention. The advent of the media convergence era provides a new platform for the dissemination of intangible cultural heritage, showing unique advantages in enriching dissemination content, enhancing dissemination effects, and expanding the audience group. Against the background of the media convergence era, this paper focuses on the dissemination and protection of intangible cultural heritage, deeply analyzes the effective application of media convergence technology in the protection of intangible cultural heritage, and hopes to provide valuable references for other relevant researchers and the inheritance and development of intangible cultural heritage.