Innovation and Communication Strategy of Tianjin Kite Wei Intangible Cultural Heritage under Digital Media Technology

With the continuous development of modern technology, digital media technology, with its unique advantages, has provided new paths for the innovation and dissemination of intangible cultural heritage. Taking Tianjin Wei Kite as an example of intangible cultural heritage, this paper analyzes the current situation and problems of Tianjin Wei Kite's intangible cultural heritage, expounds the significance of using digital media communication technology to innovate and disseminate Tianjin Wei Kite, and proposes specific innovation strategies from the aspects of building digital archives, designing data visualization, creating exclusive "cultural IP", and utilizing virtual reality technology. By developing new media platforms for kite-making, creating interactive intangible cultural heritage experience museums, and formulating long-term poli-cy mechanisms, the dissemination of Tianjin Wei Kite's intangible cultural heritage can be promoted, aiming to provide reference for the inheritance and protection of other intangible cultural heritage.