新旧网络媒体对非物质文化传播效果的比较分析

多类型媒介输入和输出的交叉环境中，非物质文化传播面临重大机遇和挑战。通过选取我国东中西部地区有代表性的 省级、市级非遗网站作为研究对象，进行数据收集整理。通过新旧网络媒体对非物质文化的传播效果分析，认为相对于PC端 网站，移动端更具有传播优势和更能满足网民需求偏好；新媒体的移动性、碎片化，灵活性的特点对非物质文化传播效果更明 显。此外，新闻媒体的关注、运营主体、文化主题也会影响非物质文化的新旧网络传播效果，认为市场化运营，个性化需求和强 关系与新媒体融合发展是非物质文化传播的重要途径。

ComparativeAnalysis of the Effects of New and Old Internet Media on the Communication of Intangible Culture

In the cross-environment of multiple types of media input and output, intangible cultural communication faces major opportunities and challenges. In this paper, the representative provincial and municipal non-material legacy websites in the eastern, central and western regions of China are selected as research objects, and data collection and collation is carried out. Through analyses of the dissemination effects of new and old online media on intangible culture, it is believed that the mobile terminal has more communication advantages and better meets the needs of netizens than PC-based websites, and the mobility, fragmentation and flexibility of new media can have more obvious effects on the communication of intangible culture. Besides, news media''s attention, operational subjects, and cultural themes will also affect the effects of the old and new networks on the communication of intangible culture. This paper affirms that market-oriented operations, individualized needs and strong relationships, and the development of new media integration are important ways for non-material cultural communication.