Measurement analysis of traditional culture YingGeWu: from the perspective of cultural soft power and cultural confidence

Abstract

The Outline of the 14th Five-Year Plan for National Economic and Social Development of the People's Republic of China and the Long-Range Objectives Through the Year 2035 proposes the need to improve the system for the protection and inheritance of intangible cultural heritage, emphasizing that intangible cultural heritage is an important carrier of cultural spirit and national identity. Yingge dance, one of the most representative folk cultures in the Chaoshan region, was included in the national intangible cultural heritage list as early as 2006, with a profound historical and cultural background and a broad social base. This paper explores how to promote the creative transformation and innovative development of folk culture in the present day through an analysis of the contemporary development status and dissemination channels of Yingge dance, in order to enhance the country's cultural soft power and cultural confidence. The development of Yingge dance currently faces many challenges, including failure to keep pace with the needs of the times, insufficient government investment, an ageing inheritor group and scale limitations. In order to promote its effective inheritance, this paper proposes to expand its influence through self-media dissemination platforms, increase government support, enrich the forms of display, and achieve innovative development through cross-disciplinary cooperation in branding, film and television, and music. Based on the concept of “culture +”, the study shows that the integration of culture with tourism, entertainment and other fields has a positive effect on the dissemination of Yingge and other folk cultures. Although innovative development is imperative, this paper emphasizes the importance of maintaining the authenticity of culture and its core spirit to ensure the long-term protection and inheritance of Yingge and other intangible cultural heritage projects in modern society.