Research On the Dissemination and Preservation of Traditional Culture in The Era of New Media

Traditional culture represents the spiritual essence and civilization symbols of a nation, facing numerous challenges in inheritance and development in the era of new media. Traditional cultural dissemination is hindered by outdated and monotonous forms, failing to engage modern audiences effectively. Public awareness and identification, especially among the younger generation, remain relatively low. Additionally, digital preservation efforts lag behind, exacerbating the shortage of skilled inheritors of traditional arts and crafts. These factors collectively constrain the dissemination and protection of traditional culture. Therefore, innovation in dissemination methods to enhance influence, intensified efforts in digital preservation to cultivate inheritors, and a focus on sustaining cultural vitality while avoiding excessive formalization are essential. Only through embracing the original, integrating external influences, and innovating continuously can traditional culture thrive and shine brightly in the new era. Maintaining its vitality in the current cultural landscape requires a balance of preservation and adaptation.