Author(s)

Shijian Cang and Haishuang Wang

Corresponding Author

Shijian Cang

Abstract

Thanks to the influence of cultural globalization, people gradually ignore the existence of traditional culture, coupled with insufficient media propaganda and absence of environment necessary for survival, resulting in a severe challenge faced by traditional culture inheritance and development. This paper takes the folk clay sculpture as an example to explore how to use modern media technology to advertise traditional culture and make it re-attract the public’s attention. By the use of literature survey method, field survey method, comparative analysis method and other research methods, this paper is designed to analyze the advantages and disadvantages of traditional media and new media as well as the status quo and need of development regarding traditional clay sculpture in Beijing-Tianjin-Hebei region, so as to propose a feasible suggestion to develop folk clay sculpture through all media. If one wants to better popularize the traditional culture, one needs to apply modern technological means according to the characteristics of traditional culture and seek a model suitable for the development of modern society.

Keywords

All-media; Traditional Culture; Folk Clay Sculpture; Cultural Heritage