Research on the Construction of Intangible Cultural Heritage Brands Driven by Intelligent Computing Models: Taking the Spring Festival Gala Mascot as an Example

The design of Spring Festival Gala mascot integrates the national spirit and other connotations, and has significant cultural symbolism.This paper integrates the cultural elements of the Spring Festival Gala mascot with multi-source heterogeneous data through co-word analysis and knowledge mapping technology, and establishes a cultural resource association network.Introducing the theory of GIS field model, the paper proposes the spatiotemporal dynamic expression method of intangible cultural field and quantitatively analyzes its propagation intensity and scope.Based on the multimodal data, the cultural communication study of the Spring Festival Gala mascot is conducted.The results show that the skewness of the questionnaire sample data is less than 3, and the peak value is less than 10.Meanwhile, the AVE square root of the five variables is greater than the correlation coefficient between variables, and the data quality is good.The communication model is constructed by combining the sample data, and with P < 0.01, all five variables positively and significantly affect the cultural communication effect of the Spring Festival Gala mascot.