Modern Social Science Research

Driven by both the big data era and the fast pace of life, fragmented and hierarchical information dissemination and acquisition patterns have emerged. Some traditional industries are gradually declining in the course of development, while intangible cultural heritage (ICH), an excellent carrier of traditional culture, is achieving innovative development by leveraging digital and intelligent technologies such as AI, VR, and AR, and new media communication models, constructing an ICH-based new media matrix operation system adapted to the current market environment and social needs. This paper takes the ICH-based new media matrix as the research object, employing a multi-dimensional case analysis and a research method combining theory and practice. It elucidates the realistic background of the integrated development of ICH and new media in the big data era, analyzes the current operational status and development characteristics of the ICH-based new media matrix, and explores the operational path and practical model of the ICH-based new media matrix empowered by digital and intelligent technologies. Furthermore, it systematically analyzes the optimization direction and development value of the digital and intelligent operation of the ICH-based new media matrix, and finally summarizes the laws and practical experiences of the digital and intelligent operation of the ICH-based new media matrix adapted to the current market environment.

Intangible cultural heritage new media; New media matrix; Digital operation