Abstract
Based on “uses and gratifications theory”, the authors build an evaluation model of the communication identification of intangible cultural heritage (ICH) popular science publication. The weighed score of the model is obtained according to experts and general audience survey. The result is as follow: the factors at all the levels of use and identification affect audience identification in the evaluation model of communication identification of ICH popular science publication. Among these factors, audience from whom to know this channel, clear demonstration and integrating into relevant situation of skills and knowledge, these three indicators have significant influence on the communication identification of ICH popular science publication. It not only helps audience to obtain knowledge, but also generates audiences’ interests and making a combination between new media and themselves by other people.
Highlights
As one of the communication channels, publication has significant effects in the communication process
The result is as follow: the factors at all the levels of use and identification affect audience identification in the evaluation model of communication identification of intangible cultural heritage (ICH) popular science publication
As for dependency degree, third-level indexes are as follow: 1) audience always think of relevant knowledge when they do not use it; 2) it is used as the methods of reducing pressure, disencumbering, relieving anxiety and dilemma, and looking for emotional sustenance; 3) it is often used overtime; 4) other tasks at hand cannot be completed due to reading ICH popular science publication; 5) cognition about ICH mainly comes from ICH popular science publication; 6) audience look for relevant knowledge or travel to relevant places because they have read ICH popular science publication
Summary
As one of the communication channels, publication has significant effects in the communication process. Getting more concerning from people, as one of the most important channel of ICH popular science, publication must be evaluated precisely from the aspect of audience. It will be evaluated properly in audience identification. Questionnaire method is used about ICH popular science publication in inheritors and general audience respectively. 2. Building Index System of Communication Identification of ICH Popular Science Publication. As one of the important channel of media communication, the author chooses ICH popular science publication as a pointcut in publication. Based on “uses and gratifications theory”, an index system of communication identification of ICH popular science publication is built. As for using behavior, third-level index is from whom the audience knows this channel
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
