China is the world's intangible cultural heritage (hereinafter referred to as the "non -heritage") big country。The colorful non -heritage treasure is not only a vivid testimony of Chinese civilization's inheritance，It is also a good story of Chinese stories、Important means and way to pass the Chinese voice。In recent years，International Convention and Exhibition as a media that connects the inheritance of Chinese civilization and receiver，Play an important role in the process of "going global" in non -heritage culture。Especially when international exhibitions and digital technology are organically integrated，The non -heritage stories that were shining deep in the years were instantly transformed into "bending", "experienced" and "participating" living art，Let the international audience appreciate the beauty of Chinese civilization in the new cultural experience、Beauty of ingenuity、Beauty of Spirit，greatly enhance the global communication effect of Chinese civilization。China's non -heritage moves to international exhibitions in the form of digitalization，It is a two -way go to the Chinese civilization and the international community。

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International Exhibition is open to the world audience、Regular or irregular、Collective social activities of the system or non -system，Including various cultural exhibitions、Art performance event、Sports competition、International Conference, etc.。Digital non -heritage international convention exhibitions are in line with the world，The new bet365 best casino games vitality and new vitality of civilized communication and mutual learning will be rejuvenated。

Digitalization technology is constantly improving，Empowering non -heritage "Traveling to the World"。Diverse forms of non -heritage in my country、Exquisite skills，General exhibitions are difficult to present their profound cultural connotations。Digital development and application，Display and dissemination of non -heritage provides ideal paths。With AI、VR、AR、NUI technology and 3D holographic projection technology and other digital means，Non -heritage arts and works can be "copied" more easily into the exhibition activities globally，Breaking the place、Personal experience、Multiple restrictions such as making materials，and greatly enrich the fun and freshness of the international exhibition。The global audience can "immerse" the non -heritage "site" created by technology，You can walk through time and space to walk thousands of miles away，Experience the charm of non -heritage in the native environment。

The organizer of the exhibition actively conforms to the market，Attach "traffic" with non -heritage elements。In recent years，"National Tide" rise，The long -distance Chinese civilization meets the new crowd in the form of "tide"、New scene、New Demand，Winning the extensive favors of the audience。For the social influence of expanding activities，The organizer of the exhibition actively introduces China's non -heritage elements into the curatorial，to comply with market orientation and mass aesthetic needs。At the same time，Non -remaining is not just "going out"，It also attracted international companies、Brand "Come in"。More and more overseas organizers use Chinese non -heritage culture and stories as the key Bet365 app download to open the door of the international market。For example，A certain international skin care brand launched the global public welfare project "Beauty from Your Culture" and regularly holds the annual results exhibition，Focus on Shanxi lacquerware 髹 髹、Yunnan metal process、Shaanxi Yingying Opera and Guangdong Cantonese embroidery，Let the non -heritage become a "weapon" for the brand to show social responsibility and pioneer aesthetics。

Non -heritage as a global common communication language，Bridge of Chinese and foreign cultural exchanges。Compatible with non -legacy and package、Rich and diverse cultural background can form a unique communication language，prompting it to become a spanning nation、Symbol、Eternal Bridge of Text。On the one hand，Non -heritage has commonity，Not only belongs to China，It is also an important part of the World Cultural Heritage，Is the common civilized wealth of human beings。On the other hand，Non -heritage has desensitivity，To a certain extent transcending political differences，Although it may still involve religion、Nations and other complex issues，But the overall belongs to culture、Art、History and other "flexible" categories，It mainly presents folk culture、The artistic and moral beliefs of folk aesthetics，helps to improve the effectiveness of overseas communication。

　　Non -Heritage Limits and Challenges 

The new digital non -heritage international convention and exhibition format of the rapid development，Non -heritage is inevitable to encounter some propaganda dilemma that is not adapted to international audience cognition。

One is the unpredictable connotation of non -relics。Many international exhibitions often use some distinctive non -heritage symbols to represent Chinese non -heritage culture，Lion bet365 live casino games Dance、paper -cut、martial arts、Peking Opera Facebook, etc.，Its commonality is to introduce non -heritage folklore activities for live demonstration and production。This scene seems to be lively，In fact, it covers the deep connotation and richness of non -heritage culture，Make many non -heritage propaganda still stay on the surface layer of "cool" and "novel"。Take the lion dance as an example，"Exorcism Narui" and "Fortune Fortune" is widely known，But the local characteristics and profound significance it represents are "Shangwu Spirit" and "Fighting Win of the Thoughts".。Need to be alert to continuous superficial propaganda，This may cause non -heritage culture to be eliminated as a single performance art in the audience。

The second is the stereotype of China。For a long time，The profound Chinese civilization of communication has always been a strong point for foreign publicity work，Non -heritage is the classic representative of them。But，This also makes non -heritage projects often posted by foreign media、Ancient labels，will make international audiences form a stereotype of China that belongs to "another world"。Highlighting the traditional and magnificent image of China is beyond doubt，But "long history" is no longer the only important business card in China。In the process of going to the world in our country，How to highlight the glorious splendor of Chinese civilization from the perspective of Chinese -style modernization，Become one of the key issues of the current international communication work。

Third is the one -way of cultural exchange。Typical representatives of regional culture of non -heritage centers，Not only facing overseas is not only far away with the audience in physical space，Also unfamiliar with the mind。Practice shows that another bet365 best casino games pain point faced by non -heritage projects is that it is difficult to translate into international communication products with strong infection。The fundamental，Driven by the genetic password of the cultural system，Audiences at home and abroad have different understanding and aesthetic orientation，As a result, many foreigners' charm of non -heritage cannot be performed in the same body。If you want to make non -heritage a cultural symbol to the world，It can not be satisfied with the one -way needs of self -"propaganda"，Instead, two -way communication should be achieved from the perspective and method that Westerners can understand，Make Chinese stories more infectious。

　　Path to improve the effectiveness of non -heritage cultural communication 

"Cognitive Broken Realm": Experience the vitality of non -heritage cultural vitality。"Cognitive Broken Realm" aims to be through immersive performances，Make the previous light connotation、No deep narrative，Instantly be broken by figurative and vivid cognitive feelings，The charm of the national memory and meaning of its condensed ethnicity is broken out，The power of the inner heart of reaching the overseas audience。

"Ancient and Modern Union": Delow the continuity of non -heritage culture with a link of life。"Ancient and Modern Union" means that international communication ideas should not be limited to history and traditions，Man artificially split the ancient and modern relations。Non -genetic transmitters use international convention and exhibitions as reflex mirrors for social style，Show the Chinese characteristic culture to overseas audiences，It also announced to the world that we have a trend of development of contemporary society、Clear understanding of pop culture and modern art。This，History inheritance，New national image symbol bet365 best casino games system with modernity and affinity，can we integrate into the world discourse system，Add new content to the national image。2023，China Yiwu Culture and Tourism Products Expo "Non -heritage Life Museum" is based on "non -heritage vitality"，Links through the traditional non -heritage culture of the "Bouncing High Pavilion" with the modern life of "being in it"。In "one meal" (original section)、"One Ceremony" (Endless Edition)、"One Art" (Non -Heritty Establishment) and "One Episode" (National Chao Dangdao section) built in the daily landscape，Communicationers promote non -heritage activation with new Chinese aesthetics and fashion expressions，Let the overseas audience feel the spirit and tension of China today。

"Emotional Cross -border": Activate non -heritage cultural appeal with empathy narrative。"Emotional Cross -border" is cross -cultural non -genetic communication that resonates with emotional resonance，Promote the soul dialogue of audiences at home and abroad。On the one hand，The universal mechanism of emotion in human psychology，Make audiences with different cultural backgrounds have similar decoding capabilities for emotional expression，Therefore, the unique advantage of emotional communication in international communication。On the other hand，The pursuit of goodness and beauty of East and West is common，Both must be based on "true"。"soft interaction" based on true feelings provides a natural closeness to the two parties，Overseas audiences are more likely to start a progressive empathy of non -heritage culture in the state of emotional awakening。Digital Anti -Heritage International Convention Exhibition actively sets the emotional framework for the propagators、Passing humanistic emotional care provides an important Bet365 app download opportunity。For example, such as Dongxiang embroidered digital art promotional videos and cultural and creative derivatives，Outstanding achievements in the field of women's education as non -heritage，Get highly recognized by international friends such as British Cultural Counselor。

(Author Unit: Institute of Journalism and Communication of the Chinese Academy of Social Sciences)