The Influence of the Intangible Cultural Heritage About propagation medium in the Big data Era

The present information era told the developed society that the “intangible cultural heritage” is submerged gradually and even has been withered away. Therefore, how to protect the “intangible cultural heritage” by utilizing the modern technological means becomes the issue that people explore. The film and television medium shall blend the “intangible cultural heritage” into the current background of social culture positively and present the “intangible cultural heritage” in front of people with the visible effect, making it no longer distant to people. By virtue of the unique intangible cultural heritage in our country, the film and television works could be the good ones with Chinese characteristics. Then by taking advantage of the transmission from the film and television media, the intangible cultural heritage could be carried forward. Next I will elaborate the influence to intangible cultural heritage by medium in the data era from several aspects.

The present information era told the developed society that the "intangible cultural heritage" is submerged gradually and even has been withered away. Therefore, how to protect the "intangible cultural heritage" by utilizing the modern technological means becomes the issue that people explore. The film and television medium shall blend the "intangible cultural heritage" into the current background of social culture positively and present the "intangible cultural heritage" in front of people with the visible effect, making it no longer distant to people. By virtue of the unique intangible cultural heritage in our country, the film and television works could be the good ones with Chinese characteristics. Then by taking advantage of the transmission from the film and television media, the intangible cultural heritage could be carried forward.
Next I will elaborate the influence to intangible cultural heritage by medium in the data era from several aspects.

Concept of the Intangible Cultural Heritage
The intangible cultural heritage refers to all kinds of social practice, opinion expression, patterns of manifestation, knowledge, skills, as well as the tools, DOI The inheritance chain is in the process of breaking.
Hence, it is imperative to protect the intangible cultural heritage. But the traditional ways of protection and inheritance spend vast manpower and material resources, leading some of the intangible cultural heritage lay aside. Under the big data era, to convert the intangible cultural inheritance into digit and to store in the computer by making use of multiple propagation media is not only fast, but also could save permanently.
So it is worthy of exploration and research.

Characteristics to Intangible
Cultural Heritage by Television Medium

Image and Intuition of the Expression Force
The television medium is oriented by visual effect and could bring super shocked visual impact by means of the vivid and bright images to audience. The artistic appeal from other traditional media, paper media and the media with single sound could not match with it.
Particularly for its vividness, it allows the audience to be personally on the scene. For instance, the film and television work Ashima, taking love as the clue, it reveals the national customs and scenes in Yunnan, and meanwhile singing in antiphonal style, the Torch Festival and other customs are inserted into the story naturally. By the time of appreciating the story, the audience is able to understand the customs and humanity in Yunnan, rather than to be preached blindly.
The dry and dull feeling could be avoided, and the effect of yielding twice the result with half the effort could be played under unconscious influence.

Extensiveness of Social Influence
Along with the growth in the living standard, the television, computer and other digital products are widely circulated among the public gradually, and appreciating movie and television play has become one of the entertainment ways among the young people. The visual culture plays subtle role in establishing the public cultural consciousness. Undoubtedly its advantage is self-evident. By the time of appreciating movie and television plays, people could recognize the huge value of the intangible cultural heritage. The public's protection and inheritance consciousness could be motivated, thus more and more people could participate in the corresponding work.

Value in Developing the Culture Industry
To protect the intangible cultural heritage shall be oriented by protection and reasonable development.
Protection-oriented refers to strive for saving the intangible cultural heritage and preventing it from extinction. In the meantime, in order to promote the vitality of the intangible cultural heritage and further raise its value, and thus to protect and inherit in a better way, the development work shall be emphasized. In addition, after our country entered into WTO, the exchange among countries got close with each passing day, foreign countries had entered into the industry in every country. In case we could not be the first ones to  is the material that is hard to get, and it is also the way of protecting the intangible cultural heritage worthy of attention.

Stage-style Propagation
Foreigners from every country in the world are fond of the national culture to be conveyed in the way of artistic performance on the stage within the transitory period.

Entertainment Propagation
Along with the popularization of fast-food culture,

Distortion
Nowadays, with the commercialization, some businesses weaken the "culture" in the name of intangible cultural heritage and enlarge the "artistry" infinitely. As a result, the visual feast has been brought to the audience and high box office has been gained, but the popular psychology has been misled.

Lacking Quality
Under the impact by digital era, the fast-pace rhythm has largely lowered the quality of many film and television works. A Dream in Red Mansions of version 87 took 3 years from selecting actors, teaching relevant knowledge to accomplishment, and its preliminary preparation work was longer. Although it could not match with the present make-up skill, definition, music configuration and so on, its public praise is far more than several works with the same name reproduced afterwards. This has sufficiently explained that the destiny of "paper plane" will never be long. In case the problem that only attaching importance to its superficial thing but without understanding the essence in intangible cultural heritage cannot be solved, the loss root will be seriously affected.

Propagation Mode and Planning to New Media and Medium under Digitalization
The

Conclusions
The society under big data era is a fast-paced and high amount of information age. However, people who live in this society forget the previous traditional culture gradually, and they even think it is the past that should be forgot. The history that has been selected essence and dropped dross still deserves to be existed. It is the