当今社会，数字媒体的崛起使“年轻态”媒介成为信息传播的主渠道，尤其 在年轻人中影响大。非物质文化遗产在新媒体时代面临机遇与挑战。本研究旨在 探索“年轻态”媒介对“非遗”文化传播的影响，并提出有效传承和发展“非遗” 文化的策略。研究运用案例与调查研究方法，以抖音“dou 见非遗”为例，探讨 传播策略与成效。通过访谈“非遗”传播者与传承人，发放184份问卷，统计分 析受众对“非遗”文化的认知与接受度。结果显示，年轻态媒介传播广泛但内容 易碎片化、表面化。提出促进“非遗”文化在“年轻态”媒介下有效传播的策略， 包括优化内容制作、加强受众互动、建立多渠道传播网络等，为理解“年轻态” 媒介在“非遗”文化传播中的作用提供实证分析，为“非遗”文化的活态保护和 创新发展提出具体建议。

"Young State" Media and the Dissemination of Intangible Cultural Heritage.In the digital era, "young state" media has become a crucial platform for informationdissemination, especially among youth. This study focuses on the impact of these media on the dissemination of intangible cultural heritage (ICH) and suggests strategies for its inheritance and development.
Using TikTok's "dou see Intangible Cultural Heritage" as a case study, the analysis examines communication strategies and outcomes. Interviews with ICH disseminators and inheritors, along with 184 questionnaires, were conducted to assess audience cognition and acceptance of ICH culture. The findings reveal widespread but fragmented and superficial dissemination on young media.
To enhance effective communication of ICH on young media, the study recommends optimizing content production, fostering audience interaction, and establishing a multi-channel communication network. This analysis provides empirical insights into the role of young media in ICH dissemination, offering specific recommendations for ICH's living protection, innovation, anddevelopment.