CAJ | 학술논문

在中国非物质文化遗产保护与传承面临困境的当下，利用移动社交网络媒体平台作用，凸显地域文化认同感、彰显中华文化凝聚力、展现世界文化多元性，显得尤为重要而迫切。通过充分发挥社交网络媒体的主阵地作用、打造中国传统节日文化品牌的网络传播、丰富拓展各种文化网络交流形式、全面整合社交网络媒体的丰富资源、提升中华文化在网络价值观中的主体地位，从而有效地对非物质文化遗产进行保护与传承，推动中华文化“走出去”战略，不断提升中国文化软实力。
재중국비물질문화유산보호여전승면림곤경적당하，이용이동사교망락매체평태작용，철현지역문화인동감、창현중화문화응취력、전현세계문화다원성，현득우위중요이박절。통과충분발휘사교망락매체적주진지작용、타조중국전통절일문화품패적망락전파、봉부탁전각충문화망락교류형식、전면정합사교망락매체적봉부자원、제승중화문화재망락개치관중적주체지위，종이유효지대비물질문화유산진행보호여전승，추동중화문화“주출거”전략，불단제승중국문화연실력。
In the present context, the protection and inheritance of Chinese intangible cultural heritage face difficulties.It is especially urgent to take advantage of the platform role of mobile social network media to highlight the regional cultural identity and to reveal Chinese cultural cohesion as well as to show the di-versity of the world culture.The present paper holds that the effective protection and inheritance of Chinese intangible culture heritage needs to take advantage of the social networking media as the main territory, to spread brands of Chinese traditional festival culture through the network, to enrich cultural forms of network communication, to integrate the rich resources of social network media, and to enhance the dominant posi-tion of Chinese cultural values in network.Only these works are done can we promote the“going out” strat-egy of Chinese culture and to enhance the soft power of China's culture continuously.