作为中华文化瑰宝的非遗文化，古往今来凝聚了无数中华儿女的汗水与心血，它们是中华文化之魂，更是一个国家软实力的重要组成部分。但近年来非遗文化的传承与发展不断受阻，传统的方式已不再适应当下信息高速发展，以年轻人为主导的现代化社会。追根溯源，无非是传统非遗文化与年轻人之间的脱轨，也是年轻人与非遗文化之间的文化断层。面对非遗文化传承持续老化，年轻受众群体少这一严峻的形势，新媒体的崛起无非为非遗文化带来了重焕生机，继而持续发展的机会。将新媒体技术与非遗文化相结合，为非遗披上新时代潮流的外衣，借以创新型平台加以传播，由此让非遗文化更快更好更有效地走进年轻人视线，把握非遗年轻化发展新机遇，实现“质”的飞跃。

关键词：非遗文化遗产、新媒体、创新发展、年轻化

As a treasure of Chinese culture, intangible cultural heritage embodies the efforts of countless Chinese people throughout the ages. It is the soul of Chinese culture and an important part of a country’s soft power. However, the inheritance and development of intangible cultural heritage have been constantly hindered in recent years, and the traditional way is no longer suitable for the modern society with the rapid development of information and the leading role of young people. Tracing back to the reasons, it is the digression between the young and the traditional intangible cultural heritages, as well as the cultural dislocation between them. Based on the continuous aging of intangible cultural heritage and the lack of young audience, the rise of new media really brings intangible cultural heritage the precious opportunities to make it reinvigorated and even keep on developing. There is no doubt that intangible cultural heritage should be combined with the new media technology. Only in this way can it make the intangible culture grab the attention of young people more effectively, grasp the new opportunities for the development of intangible cultural heritage in a younger age, and finally achieve the aim of “quality".

Keywords: Intangible Cultural Heritages, New Media, Innovation and Development, Rejuvenation