[Huang Yonglin, Yu Huan] The use of intelligent media technology in the dissemination of intangible cultural heritage
Abstract: Intelligent media is a new media form that comprehensively uses mobile Internet technology, Internet of Things technology, big data technology and artificial intelligence technology to achieve high interaction and collaboration between humans and humans.
Through intelligent media and intelligent platforms, information production and information experience are realized., information push, information storage and information utilization and other functions.
The use of intelligent media technology in the inheritance and dissemination of intangible cultural heritage will, on the one hand, break through people's cognitive structure of cultural communication, make the inheritance subjects of intangible cultural heritage more diverse, the forms of communication more diverse, and the aesthetic experience more profound; On the other hand, it will also build a new form of communication to achieve fissile communication and make the dissemination of intangible cultural heritage faster, more efficient and more accurate.
Intelligent media technology can promote the more effective dissemination and higher-quality utilization of intangible cultural heritage by establishing a larger cultural communication platform, stimulating wider cultural consumption, and transforming more cultural resources.
Keywords: intelligent media technology; intangible cultural heritage; communication and inheritance; development and utilization
On October 31, 2018, Xi Jinping emphasized during the ninth collective study session of the Political Bureau of the CPC Central Committee: "Artificial intelligence is a strategic technology that leads the scientific and technological revolution and industrial transformation, and has a strong spillover and driving 'head goose' effect." Professor Nelson of Stanford University's Center for Artificial Intelligence defines artificial intelligence as: "Artificial intelligence is the discipline of knowledge-the science of how to express knowledge and how to obtain knowledge and use it." Professor Winston of the Massachusetts Institute of Technology believes: "Artificial intelligence is the study of how to make computers do intelligent work that only people could do in the past." Artificial intelligence studies the laws of human intelligent activities, constructs artificial systems with certain intelligence, and studies how to let computers complete tasks that required human intelligence in the past.
Specifically, artificial intelligence refers to the theory, method, technology and application system that uses digital computers or machines controlled by digital computers to simulate, extend and expand human intelligence, perceive the environment, acquire knowledge, and use knowledge to achieve the best results.
Intelligent media is that in the process of human-computer interaction, machines can more intelligently sense, analyze and meet users 'needs through continuous self-learning and optimization, and provide them with better information services and experience.
It is a kind of media intelligence.
expression form.
The progress from human intelligence to artificial intelligence relies on the intelligent processing of massive information in different fields, developing media technology to a new stage of comprehensive integration, composite experience, intelligent processing, and human-computer interaction.
Intangible cultural heritage carries the cultural accumulation and essence of a country and nation.
Its unique national thinking, superb folk skills, and profound people's wisdom are all the core codes of intangible cultural heritage and a nation and a country's cultural self-confidence core cultural resources.
Today, under the huge impact of the transformation of modern society and the development of modern communication technology, the inheritance of intangible cultural heritage in the contemporary era has encountered an unprecedented crisis.
Harold Lasswell, one of the founders of communication, believes that there are three main basic social functions of communication, and the "social heritage inheritance function" is one of them.
Articles 110-115 of the "Operational Guidelines for the Implementation of the Convention for the Protection of Intangible Cultural Heritage" issued by UNESCO in 2018 provide a detailed interpretation of "communication and media", pointing out that "media and communication" have the following effects on intangible cultural heritage: increasing public awareness of importance, cultivating social cohesion, displaying and expressing awareness of diversity, promoting local language and cultural knowledge, information sharing and interactive exchanges, etc.
We are entering an intelligent era.
The emergence of intelligent media continues to open up new ways and channels of cultural communication.
On the one hand, people are rapidly refreshing the structure of traditional cognition and rebuilding their sense of identity; on the other hand, they are also building a new cultural display and communication form.
The intelligent development of media can not only achieve effective protection of intangible cultural heritage, but also more effectively promote the dissemination of intangible cultural heritage.
It is of great significance for building national cultural soft power and enhancing national image.
1.
Expand the dissemination of intangible cultural heritage based on the Internet and the Internet of Things
Media intelligence is not only the result of its own development, but also a revolution in media change.
China New Media Development Report 2018) issued by the Institute of Journalism and Communication of China Academy of Social Sciences points out that "new technologies have moved from concept stage to practice stage, and gradually to intelligent media stage, and media boundaries have become blurred." In the era of mobile Internet, the medium through which people obtain information has mainly shifted to smartphones.
The development of mobile media represented by smartphones has moved towards smart media.
The 43rd "Statistical Report on Internet Development in China" released by China Internet Network Information Center CCNIC shows that as of December 2018, the number of Internet users in my country was 829 million, with the Internet penetration rate reaching 59.6%; the number of mobile Internet users reached 817 million, and the proportion of Internet users accessing the Internet through mobile phones reached 98.6%.
With the development of smart media, the audience that passively received information under traditional media in the past has gradually transformed into the active participation, production and sharing of information in smart media.
Especially young people, their dependence on smart media is becoming increasingly high.
As of December 2018, the 10-39 age group accounted for 67.8% of the total netizens in my country, with the 20-29 age group accounting for the highest proportion, reaching 26.8%.
As of November 2018, netizens aged 15-19 had the largest number of mobile apps per capita, reaching 59; followed by netizens aged 20-29, with 45 mobile apps per capita.
"New Force for Content Growth: China New Media Trend Report 2018" points out that 82.2% of young users aged 20 and under use social information.
The lower the age group in obtaining news information, the more users rely on social applications to obtain information.
Smartphones have occupied the main channel for users to obtain information, and "terminals follow people and information flows around people" has become a new trend in information dissemination.
Smartphones have long constituted the largest mobile communication network system.
Reports show that by 2025, China is expected to become the world's largest 5G market, and by then, the number of users in China will reach 430 million.
In the future, all information can be turned into data and can be obtained with a smartphone.
The public is the creator and disseminator of intangible cultural heritage.
Only by allowing the public to identify with their own national culture can we inherit intangible cultural heritage projects and promote their cultural spirit.
The outstanding inheritors of intangible cultural heritage in contemporary China are the "walking database" of the cultures of all ethnic groups in China and the carrier for the essence and superb skills of Chinese culture to be passed down from generation to generation.
However, the current situation of the protection and dissemination of intangible cultural heritage is not optimistic.
The living conditions of the inheritors of some intangible cultural heritage projects are poor, the phenomenon of aging is serious, the inheritance talents are scarce, and many intangible cultural heritage projects are on the verge of extinction.
The main reason is that there are two shortcomings in the past intangible cultural heritage inheritance methods: first, it is mainly through interpersonal communication methods such as oral transmission and heart-to-heart transmission and verbal teaching, which has great limitations in the breadth of communication; second, it is passed down through master-apprentice transmission, learning from teachers for a long time, hard training in professional skills, and little economic benefits, which makes it difficult for contemporary young people to identify.
Some scholars pointed out that intangible cultural heritage comes from the people, and returning it to folk life requires not only government guidance, but also needs to resonate with the public's emotions and actively participate in inheritance and dissemination.
Today, with the rapid development of modern science and technology, we should keep up with the trend of the times and actively use intelligent media technology to disseminate intangible cultural heritage.
First of all, actively use mobile smart terminals to expand communication entities.
China's excellent traditional culture, represented by intangible cultural heritage, has a broad mass base and strong cultural appeal.
As a modern information dissemination medium, a smartphone terminal has the basic elements of intelligent media such as "intelligence" and "interaction", and its information dissemination also has intelligent attributes.
Mobile device devices represented by smartphones are very popular today.
Everyone can become a producer and consumer of intangible cultural heritage through mobile smart terminals and become the subject of inheritance and dissemination.
Innovative communication methods can allow intangible cultural heritage to reach, attract and infect the public.
Especially in the context of smartphones being deeply loved by young people, as long as the publicity of the significance and role of young people's intangible cultural heritage is strengthened, it is entirely possible for more young people to join the intangible cultural heritage dissemination team, thereby expanding the subject of inheritance and communication.
Secondly, actively use the Internet and the Internet of Things to strengthen the identity of communication subjects.
On the one hand, Internet communication has the characteristics of anonymity, providing communicators and audiences with a self-protection mechanism.
Under this layer of "golden bell" protection, they can let down their guard and spontaneously, truly and directly express their views on the inheritance of intangible cultural heritage, which invisibly enhances society's attention and sense of identity with intangible cultural heritage, thereby expanding the scope of intangible cultural heritage dissemination.
On the other hand, in the context of the Internet of Things, where machines and everything can become the subject of information dissemination, McLuhan's concept of "media is an extension of people" is being realized in the era of intelligent media.
In terms of the extension of media and human interaction, the dissemination of intangible cultural heritage will gradually transform from interpersonal communication within the scope of traditional niche individuals to modern human-computer collaborative communication with digitalization, informatization and intelligence as the main characteristics.
For example, in recent years, taking advantage of the advantages of the Internet, especially mobile Internet media platforms, and leveraging the flexibility and convenience of Short Video, intangible cultural heritage has been displayed more vividly and has received good results.
Data from "Shake Tradition: Research Report on Short Video and Traditional Culture" released by the Media Development Research Center of Wuhan University in May 2019 shows that since Douyin was officially launched in September 2016, the number of daily active users in China has exceeded 250 million, and monthly active users have exceeded 500 million.
A total of about 65 million traditional cultural Short Video were launched, with more than 4.4 billion likes and a total of more than 16.4 billion views.
As of April 2019, among the 1372 national-level intangible cultural heritage representative projects, 1214 have relevant content disseminated on the Douyin platform, with a coverage rate of more than 88%.
These 1214 national-level intangible cultural heritage contents generated more than 24 million videos and more than 106.5 billion views.
Douyin has actually become the largest platform for the dissemination of intangible cultural heritage.
Douyin takes advantage of the Internet to seize the attention of fast-paced information consuming audiences.
Through Short Video, it not only displays China's rich and splendid intangible cultural heritage integrating civilizations of all ethnic groups in a limited time, but also undertakes the mission of finding inheritors of intangible cultural heritage, providing a new idea for the dissemination of intangible cultural heritage and the expansion of consumer entities.
2.
Expand the time and space for the dissemination of intangible cultural heritage based on a multi-functional intelligent technology platform
In the 4G era, relying on Internet technology, traditional media has achieved integration with new media through new communication technologies, integrating various functions such as content, information, social networking, and services.
The production, dissemination, and consumption of information have been reorganized and incorporated into an all-media platform, becoming an "information street", greatly enhancing the interactivity of information production, dissemination and consumption, and greatly enhancing public participation.
In the 5G era, with the gradual commercialization and popularization of the Internet of Things, those media that specialize in information dissemination will be replaced by everything media.
At this time, the intelligent media technology platform will be a multi-functional media platform that integrates big data, cloud computing, artificial intelligence, and integrates multiple technologies such as the Internet of Things, human-computer collaboration, and everything is media.
Artificial intelligence supplemented by human-computer collaboration and big data supplemented by machine learning will create a larger expression space for the expression of information content and create many unprecedented emotional resonances and resonances.
Realizing intelligent human-computer dialogue, supplemented by customized interactions in different languages and different cultures, its personalized content and expression form are a new empowerment of "smart +" for cultural communication upgrades, which not only improves information communication.
Efficiency, and can deepen and consolidate long-term connections with effective and valuable communication objects in the relational dimension.
The production and dissemination functions of information far exceed traditional media and have a great impact.
In recent years, the state has taken various measures to actively carry out the protection of intangible cultural heritage.
The State Council has announced 4 batches of 1372 representative national-level intangible cultural heritage projects, and identified 5 batches of 3068 representative national-level intangible cultural heritage inheritors.
On the list, there are 3154 national-level intangible cultural heritage project protection units, and the total number of projects selected on the UNESCO Representative List of Human Intangible Cultural Heritage reaches 40.
It is currently the country with the largest amount of intangible cultural heritage in the world.
Although outstanding achievements have been made in the protection of intangible cultural heritage, how to use digital technology to disseminate and utilize intangible cultural heritage is still insufficient.
As early as 2012, Huang Yonglin and Tan Guoxin discussed the use of digital technology in the display and dissemination of intangible cultural heritage from three aspects: 1) using three-dimensional modeling and other technologies to truly reproduce intangible cultural heritage, especially traditional handicrafts;2) Using multimedia technology to record, store, read, retrieve, and share, to build a digital museum; 3) Integrate intelligent media channels to open up all platforms and all media for widespread communication and achieve maximum resource sharing.
To this day, the protection of intangible cultural heritage still mainly focuses on database construction, picture and image recording and data collection, and motion capture 3D modeling.
The importance of new intelligent media to the protection and dissemination of intangible cultural heritage has not attracted enough attention.
Under the new situation, we should keep pace with the times, adapt to the development of modern media technology and the cultural consumption needs of modern people, make full use of the powerful communication functions of new media such as intelligent media technologies and platforms, and improve the communication, creativity and attractiveness of intangible cultural heritage.
First of all, take advantage of the advantages of the Internet communication platform to combine online and offline to achieve the instant dissemination of intangible cultural heritage information.
The emergence of the Internet has enabled the dissemination of intangible cultural heritage to break through regional restrictions.
In an era of noisy voices, live broadcasts are used to create new cultural scenes and find a more interactive and interesting venue with a wider radiation range.
It can be displayed on the national and even the world stage.
In recent years, although governments at all levels in my country have attached great importance to the protection and dissemination of intangible cultural heritage, and have built an "Intangible Cultural Heritage Network","Intangible Cultural Heritage Digital Map", Intangible Cultural Heritage Digital Museum, virtual exhibition halls, etc., Overall, external communication efforts are obviously insufficient, public awareness is generally low, participation is low, and it is difficult to achieve local cultural confidence.
The widespread use of smartphones has prompted the development of Social networks based on Mobile device to take on the function of cultural communication.
As of November 22, 2018, there are more than ten intangible cultural heritage-related App software launched on the App Store.
For example,"Intangible Cultural Heritage in China","Intangible Cultural Heritage Sichuan","Suzhou Intangible Cultural Heritage" and "Online Intangible Cultural Heritage Museum in Shaanxi Province" all allow users to learn about customs, culture, historical relics, handicrafts and historical stories without leaving home.
Based on WeChat, there are countless public subscription numbers about intangible cultural heritage, covering local information release, research results release, comprehensive release of research institutions, etc.With the help of new media to empower the dissemination and inheritance of intangible cultural heritage, the instant, interactive and accurate communication methods of new media can not only "come alive" ancient culture, but also help some relatively niche cultural forms discover "fans", find users, and make unpopular culture "popular".
Giving full play to the intelligent, interactive and diffusive communication role of smart media can further expand the effectiveness and influence of the communication of intangible cultural heritage.
In the future, we must actively use cross-border integrated thinking and bring more inheritors to intangible cultural heritage through a powerful Internet integrated media platform built by the Internet and new media to achieve broader and more lasting dissemination across time and space.
Secondly, use the intelligent platform of the Internet of Things to realize the integration and symbiosis of humans, objects and me, and stimulate new vitality in the dissemination of intangible cultural heritage.
In the form of mass communication and the new form of communication spawned by the mobile Internet, the traditional one-to-many communication of "I talk and you listen" has become many-to-many communication, but people are always the controllers of information and the only subject of communication.
Entering the era of the Internet of Things, various smart devices connected to the Internet of Things have become the subjects of communication together with people, and people's only dominant position in communication has been broken.
Against the background that machines and everything may become the main body of information dissemination, the information production method has changed from the combination of traditional human-led professional production and user participation in production to machine production and sensor sensing.
The user platform in the era of smart media will be a social platform for people and an object platform related to people.
The application of the new platform enables machine intelligence and human intelligence to integrate and act together, breaking the boundary between inheritance and communication, and realizing the "one body, two sides" of the integration and coexistence of man, machine, object and me, which will more effectively stimulate intangible cultural heritage.
New vitality.
Tonglu County, named "Hometown of China Folk Art Paper-Cutting" by the Ministry of Culture in 2003, is characterized by folk paper-cutting.
The artists 'superb cutting methods, exquisite composition, and combination of thickness and thickness reflect the local folk customs, humanities and artistic aesthetic values.
In the news video of "Tonglu Paper-cutting", the experimenter put on VR glasses and held a handle to enter the Tonglu Paper-cutting site.
An 80s-year-old grandmother was teaching her granddaughter to paper-cutting.
The "presence" experience of virtual reality technology allows audiences to "personally participate" in the entire process of paper-cutting.
The use of virtual reality technology (VR)/augmented reality technology (AR) has transformed the perspective of user participation, from the previous "bystander" perspective to the "God's perspective", enhancing the experience of "resonance" between the audience and the inheritor.
In terms of display, museums 'rich cultural relics and cultural resources are often static and isolated displays, but due to geographical space, human factors and other limitations, they often cannot achieve widespread cultural dissemination effects.
Digital museums based on artificial intelligence technology have changed the way museums are guided and experienced.
In 2015, the Forbidden City "Duanmen Digital Museum" provides multi-visual cultural experiences through online and offline connectivity, touchable cultural relics, and interactive Mini games, bringing users closer to cultural heritage.
In the process of teaching display, users continue to generate new needs and are constantly satisfied accordingly.
In the process of generating new needs and new satisfaction, a virtuous cultural experience cycle is formed.
3.
Improve the dissemination efficiency of intangible cultural heritage based on algorithms and deep learning technologies
The continuous advancement of computer algorithm technology is promoting the process of media becoming intelligent.
The biggest difference between intelligent media and traditional media is that information content is generated by computer algorithms.
The intelligent algorithm system relies on the information collection, integration and analysis capabilities of artificial intelligence to purposefully capture and analyze information content according to users 'individual needs, and ultimately forms content and formal information that meets users' needs and achieves accurate push.
Focusing on user experience is the pursuit of intelligent media communication.
The intelligent algorithm system is based on deep user insight and big data analysis of scenarios.
It understands users 'needs in specific environments and can track users' data in a timely and accurate manner.
Data matches users 'interests in a tagged manner from the content dimension, and at the same time summarizes users' personal information, browsing behavior, interactive behavior and other extended information from the relationship dimension.
Thus, user portraits of massive communication objects are carried out based on the two dimensions of content and relationship, and interest tags are generated.
Based on the tags, the communication objects are then intelligently or customized crowd matching according to the needs of content and channels.
It can realize personalized and customized push, and automatically modify the push content and method based on user feedback and preferences in a timely manner to achieve accurate communication.
First, artificial intelligence algorithms are used to achieve the accuracy of intangible cultural heritage push.
Artificial intelligence technology can analyze and locate some high-value intangible cultural heritage information content based on a comprehensive analysis of users 'personal age, consumption, hobbies, browsing habits, interest communities and other massive information, and based on the audience's needs and interests, accurately locate the appreciation needs of different groups of people to meet the high-level spiritual needs of users to the greatest extent possible.
For example, in the protection and dissemination of intangible cultural heritage, artificial intelligence technology can deeply explore and accurately convey the connotation, background, environment and content of cultural heritage, improve popularity and communication efficiency, and achieve the effect of entertaining education.
This model of supply-demand interaction not only meets users 'needs to make up for information shortcomings, but also stimulates users' interest in obtaining information.
The Short videos series "The Great Craftsmen", led by various film crews in Asian countries and regions, tells the stories of a group of young craftsmen around the age of 30, and faithfully records and displays the unknown The craft life and the production process of exquisite artifacts.
These craftsmen all have one characteristic.
They devote their lives to only one thing-polishing their works and giving them spirituality.
Craftsmen face their hearts directly, are not arrogant or impatient, calm down, and hone their skills over and over again, bringing a huge contrasting experience to young audiences to reflect on.
Every craft that is on the verge of loss has a profound cultural heritage behind it, but it also reveals the helplessness of no successor.
The play captures the public's desire to understand the knowledge of intangible cultural heritage, especially in response to the reality that young audiences are the mainstream user group of smart media.
It achieves accurate push, expands the intangible cultural heritage dissemination group, and enables intangible cultural heritage to gain recognition from young people.
Second, improve the pertinence of intangible cultural heritage services based on artificial intelligence distribution.
Focusing on users and using machine algorithms to continuously optimize personalized and intelligent distribution of information, it can form core competitiveness platforms such as social and user behavior analysis, language processing and image recognition, recommendation engines for machine learning, real-time massive data processing, and precise positioning of crowd communication., serving the dissemination of intangible cultural heritage.
For example, GiveMeSport uses robots to collect information, Google develops a tool to automatically match reports with charts, pictures or videos, and NewsCart uses AI to track valuable news information and send it to team members in batches.
These technologies are comprehensively applied to media platforms.
Media integration means the integration of communication media, as well as the resulting integration and reorganization of institutions, personnel, capital and other aspects, which will greatly improve the effectiveness and pertinence of information dissemination.
The dissemination of intangible cultural heritage should not only pay attention to the content of communication and explore valuable intangible cultural heritage for dissemination, but also comprehensively use various types of information such as text, graphics, images, audio, video, and animations to mobilize people's multiple senses.
Organs, allowing the audience to appreciate the beauty brought by multiple media in all aspects.
Bringing personalized, situational, customized and interactive communication to the extreme and forming a strong information flow across time and space will greatly enrich the connotation of traditional intangible cultural heritage information dissemination and enhance the communication effect.
The "When Intangible Cultural Heritage Encounters Live Broadcast-New Media Empowers Intangible Cultural Heritage Communication" published in September 2017 wrote: "In the past three months, Guangming.
com and Douyu Live Broadcast Team have gone to Hubei, Anhui, Zhejiang, etc.
In 14 provinces, autonomous regions and municipalities, they went deep into the cultural birthplace of intangible cultural heritage, visited national and provincial intangible cultural heritage technology inheritors, and launched more than 30 Mobile Live Video Broadcasting, covering a total of nearly 30 million viewers.
At the same time, taking Mobile Live Video Broadcasting as the entry point, Guangming Daily and Guangming.
com carried out a large-scale integrated media series with the theme of 'To Intangible Cultural Heritage, Respect and Creativity', which effectively spread and covered 173 million users." The diversified communication channels and presentation forms brought by intelligent media technology have greatly enriched the artistic content and communication forms of intangible cultural heritage, built a new communication system, and complied with the growing cultural needs of the contemporary public.
Internal communication promotes the traditional culture of the Chinese nation and enhances national identity; external communication promotes communication and exchanges and enhances the sense of honor and pride of overseas Chinese.
4.
Activate the sensory experience of intangible cultural heritage based on holographic and virtual technology
The root of the word "hologram" is the Greek word "holos", which means "all information".
In 1948, British scientist Dennis Gabor proposed the theory of holographic imaging, and holographic technology has attracted much attention.
In the era of big data, driven by new technologies such as the Internet of Things, artificial intelligence, and cloud technology, the presentation forms of communication have become increasingly diverse.
Various sensors have made various information collected by humans more and more "holographic", such as text, pictures, audio, videos, etc.
Supported by holographic technology, holographic media integrates video and text, games and learning, touch and hand control, H5 rich text, etc., striving to technically make the content presentation form more diverse and three-dimensional, and the user experience more abundant.
The development of media intelligence technology has led to fundamental changes in the way audiences experience and obtain information.
From the past text reading experience to the current pursuit of "immersive" sensory experience, the audience's perceptual demand for information has increased, and the experience of information consumption has put forward higher requirements.
For example, the new holographic mobile phone is an innovative handheld terminal that uses computed holographic display technology.
With the over-the-air interactive function, the holographic effect floating on the screen can be felt from different angles.
It is a new visual and tactile experience.
First, use information holographic communication technology to integrate cultural heritage and bring the audience into an authentic holographic environment.
The essence of holographic communication is the use of intelligent media technology.
Intelligent media restores the original holographic appearance with high fidelity through holographic photography, digital photography, motion capture, three-dimensional scanning, virtual reality technology, augmented reality technology, etc., which can not only protect the inheritors 'personal skills and experience.
Implement true and effective preservation, but also achieve fidelity to the entire creative process and environment, bringing the audience into an authentic holographic environment.
To integrate and process massive information such as sound, graphics, images, text, animation, video, audio, etc., and create extremely complex effects such as light effects, sound effects, water curtains, smoke screens, scene movements, and full-effect theater, holographic sound, drones, unmanned boats, virtual music, panoramic mobile equipment, and immersive spaces must be produced and transmitted simultaneously with multiple camera positions and multi-angle video recording equipment.
Traditional manual design and manual control simply cannot process such complex information.
It can only be achieved with the strong support of artificial intelligence, big data, and advanced manufacturing technology.
When humans establish an audio-visual form that restores and recreates cultural heritage by digital means, a symbolized intangible world that can be infinitely extended, superimposed, changed and entered is formed, so that we can use the perception of reason and experience to make it more profound.
Influence most people.
For example, the "Five-in-One Immersive Dream Theater" of the World Expo Information and Communication Hall uses a 21-meter-high and 11-meter-wide curved screen directly in front of the audience and 32 "magic screens" above their heads.
Special effects such as snow and seat vibration, eddy current effect, coupled with magnificent sound, appeal to hearing, vision, touch, smell, and taste, including a multi-dimensional interactive experience, creating conditions for richer thematic narratives.
These cool technologies are the latest results created by using Intel's accumulated technology and deep integration with culture and art.
The dissemination of intangible cultural heritage by information holographic technology is the future development direction.
It breaks through the traditional theater pattern and forms a panoramic audio-visual atmosphere, allowing the audience to become part of the theater and performance.
Secondly, use virtual reality (VR) and augmented reality (AR) technology to pursue an "immersive" sensory experience.
"China Artificial Intelligence Standardization White Paper 2018" points out: From the perspective of technical characteristics, virtual reality/augmented reality can be divided into acquisition and modeling technology, analysis and utilization technology, exchange and distribution technology, display and interaction technology, and five aspects of technical standards and evaluation system according to different processing stages.
Virtual reality/augmented reality technology will present the development trend of intelligent virtual reality systems, seamless integration of virtual and real environment objects, and all-round and comfortable natural interactions.
The use of virtual reality and augmented reality technology, the interaction of multimedia, all-media, intelligent media, and hypermedia, and the superposition of reality and virtual scenes have brought new sensory and cognitive experiences to users, which can trigger the audience to develop rich imagination, activate knowledge experience and emotional experience.
The application of these intelligent media technologies to the protection and dissemination of intangible cultural heritage will effectively improve the quality and efficiency of interaction.
This will not only bring a new communication experience for intangible cultural heritage to the public, but also enhance the public's understanding of intangible cultural heritage.
Awareness.
Third, the emergence of virtual exhibition halls and digital museums can display the intangible cultural heritage of various ethnic groups in a living cultural way.
The combination of virtual reality and augmented reality technology improves user interaction in terms of publicity and exhibition arrangements, and also stimulates user interest.
Different from the traditional static model, the Intangible Cultural Heritage Digital Museum manages the dissemination of folk art and crafts and other information in a digital way, and then presents it in a living way.
The application of virtual reality and augmented reality technology has a strong sense of presence.
Reproducing the real historical geographical information and cultural image space of intangible cultural heritage in virtual space will bring the audience the most direct perception and experience.
The "Global Kunqu Opera Digital Museum" project, co-sponsored by the Museum of Archaeology and Anthropology at the University of Cambridge and the University of Cambridge's "River Kang Project", is the world's first bilingual Kunqu Opera digital museum.
This project attaches great importance to the "living" display and inheritance of Kunqu opera culture.
It brings together the Kunqu opera collections preserved by the "China Kunqu Opera Museum" in Jiangsu, China and the University of Cambridge in the United Kingdom.
It presents a large number of precious images and documentary materials.
It also uses virtual reality technology to achieve the effect of viewing Kunqu opera in multiple real scenes such as theaters, stages, and gardens through VR glasses.
In order to allow the younger generation to pay attention to intangible cultural heritage and appreciate the beauty of Kunqu Opera, the project also invited artists from clothing, jewelry, picture books and book binding to conduct cross-border cooperation, promoting cultural exchanges at home and abroad, and attracting widespread attention.
The mobile Internet era has achieved the reorganization of scenes.
The application of 5G technology and new technologies such as the Internet of Things and artificial intelligence will continuously superimpose the real environment and the virtual environment, allowing humans to enter the "travel through time and space" and the "virtual world".
Users will experience more realistic, thus greatly increasing user engagement.
5.
Promote the storage and utilization of intangible cultural heritage based on cloud computing and self-optimization technology
Whether it is cloud computing, big data or the evolution of the artificial intelligence industry, the accumulation and application of data has become an inevitable trend.In view of today's continuous and significant growth in data volume and the complexity of database architecture, it is no longer possible to store and manage data manually, and the demand for intelligent storage and management data is increasing day by day.
Based on artificial intelligence's storage self-optimization, application awareness, performance enhancement for full flash, deep integration of data storage and data management, trusted storage based on blockchain technology and other technologies, the combination of cloud data platform and artificial intelligence not only solves the problem of big data storage management, but also opens up broad prospects for the value development of big data.
First, use big data and cloud computing to improve the efficiency of storage and retrieval of intangible cultural heritage.
The importance of storage in the era of artificial intelligence is mainly reflected through the importance of data.
Data is one of the raw materials for the development of artificial intelligence, and the exponential growth trend of data has driven the exponential growth of storage demand.
Big data can only be realized if it is used by users through the choice of data processing platforms.
Artificial intelligence runs through the storage and programming of various data information.
This machine learning algorithm finds hidden connections in the data access pattern and allocates resources as needed to realize the value of the data.
In addition, the convergence of heterogeneous storage and the convergence of high-end and low-end platforms can realize multiple services such as disaster tolerance, dual-activity, data migration, and data integration, realize "intelligent sensing, intelligent architecture, and intelligent management" of data, accelerate digital transformation, and improve Efficiency of data management and application.
Data resources are the foundation of intelligent media, and rich big data can only realize its value through scientific storage and intelligent application.
Traditional information storage methods have long been unable to meet the needs of the information explosion era.
Artificial intelligence and big data algorithms have avoided the consumption of artificial and material resources, integrated resources to maximize utilization, and information storage has moved towards intelligent development.
Intelligence has also brought new methods of information collection, management, display and research.
First of all, in terms of information storage, it is very difficult to consult the vast amount of rare intangible cultural heritage archives.
With the support of the database, documents can be efficiently managed and distinguished, greatly saving time and costs.
Secondly, in terms of information push, artificial intelligence realizes accurate push services by analyzing stored intangible cultural heritage information and user-related information.
Through the storage and processing of information, user behavior can be accurately analyzed, required information can be retrieved and consulted, and future development trends can be scientifically predicted.
Second, the integration of culture and technology promotes the development and utilization of intangible cultural heritage resources.
During the 2010 Shanghai World Expo, Irina Bokova, then Director-General of UNESCO, released the first report on culture since the founding of the United Nations in the United Nations Pavilion in the Expo Park: "Focusing on Cultural Diversity and Intercultural Dialogue".
The report points out that cultural diversity is not only an asset that needs to be protected, but also a resource that needs to be developed; the source of cultural diversity is creative activities, and cultural creativity reflects the vitality of cultural diversity.
The contribution of digital technology to the inheritance of cultural heritage is different from the traditional restoration and restoration of physical forms of heritage.
This definition and distinction of the ontology of digital objects displays the digital world as a symbolic intangible software world.
The world uses digital technology to scan, imitate, recreate, and derive various cultural heritage to form cultural products and cultural services.
Its rich connotations and symbolic values are a symbolic intangible form.
It is far more significant than the practical function of cultural heritage or replicas themselves.
At present, among the 1372 national-level intangible cultural heritage projects, as many as 989 are involved on the mobile live broadcast platform "Quick Hand", accounting for 72%.
In mid-2018, a total of 11.64 million intangible cultural heritage video content appeared on "Quick Hand", with more than 25 billion views and 500 million likes.
The intangible cultural heritage content in the fast-handed terminal is very rich.
Among the top ten intangible cultural heritage content in the number of videos released, there are more than 940,000 Qin Opera, more than 790,000 Yangko, more than 520,000 face figures, and more than 430,000 Henan Opera.
There are also Torch Festival, Temple Fair, Bamboo Horse, chess, Jin Opera and Jade Carvings.
For such a large amount of intangible cultural heritage content,"Quick Hand" has also carried out a deeper exploration-promoting the marketization of intangible cultural heritage knowledge paid for, allowing inheritors of intangible cultural heritage to obtain tangible income, and also affecting More potential inheritors.
"Quick Hand Classroom" is the "Lao Tie" learning service platform launched by "Quick Hand" in mid-2018.
"Traditional culture" is the section where "Fast Hand Classroom" has received the most surprises.
There are as many as 67 intangible cultural heritage teachers in the "Quick Hand Classroom", and a total of 502 intangible cultural heritage courses have been opened, covering more than 30,000 paying learners.
Among them, Suona teacher Chen Libao, who has 180,000 fans, earned 400,000 yuan through "fast hand classroom".
This is as pointed out by the European Affairs Company in its report "The Impact of Cultural Creativity": It is necessary to give full play to the dynamic effect of cultural innovation and form a good cross-border cooperation model, integrating creativity, design, art, engineering, commerce, education, tourism, etc.
With the combination of professional departments, this cross-border cooperation is the source of innovation vitality.
Using smart media to develop and utilize the rich resources of intangible cultural heritage will be an important way to develop the cultural industry in the future.
Professor Peng Lan pointed out that there are three distinctive characteristics of future media intelligence: "Everything is media, man-machine integration, and self-evolution." First, everything is media: in the past, media was people-dominated media, but in the future, machines and various intelligent objects have the possibility of media; second, human-machine integration: people and intelligent machines integrate and collaborate with each other; Third, self-evolution: the human-machine integration media has the ability to self-evolve, and machines 'ability to insight into people's hearts and humans' ability to control machines advance each other.
With the continuous development and evolution of digital civilization, intelligent technology is growing geometrically.
The rapid development of media intelligence will usher in the era of intelligent media, and the use of intelligent media in the dissemination and development of intangible cultural heritage will become more extensive and profound.
We should seize the opportunity, take advantage of the momentum, and use constantly developing new technologies to promote the development of intangible cultural heritage.
(This article was published in "Journal of Central China Normal University Humanities and Social Sciences Edition", No.
6, 2019.
The annotations are omitted, and see the original issue for details)