New Media Inheritance and Value Innovation of Intangible Cultural Heritage -- Taking Dongba Script as an Example
This paper examines how new media can support the inheritance and value innovation of Dongba script as intangible cultural heritage, against the background of economic globalization. It surveys challenges (waning youth interest, scarce specialists, resource shortages) and opportunities (cross-cultural exchange, new dissemination platforms) facing Dongba-script transmission, then catalogs new media's roles: publicity and dissemination, digital preservation, interactive experience, and innovation through fusion with contemporary art. It proposes concrete measures -- building a Dongba-script digital platform, partnering with social-media, education, and audio-video platforms, blending traditional elements with fashion design and AR/VR technology, and introducing interactive exhibitions -- to broaden Dongba script's reach among younger audiences and secure its long-term preservation.
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