Author(s)

Yun Zhu, Hui Ye, Shukun Tang

School of Public Affairs of the University of Science and Technology of China, Hefei, China.

Based on “uses and gratifications theory”, the authors build an evaluation model of the communication identification of intangible cultural heritage (ICH) popular science publication. The weighed score of the model is obtained according to experts and general audience survey. The result is as follow: the factors at all the levels of use and identification affect audience identification in the evaluation model of communication identification of ICH popular science publication. Among these factors, audience from whom to know this channel, clear demonstration and integrating into relevant situation of skills and knowledge, these three indicators have significant influence on the communication identification of ICH popular science publication. It not only helps audience to obtain knowledge, but also generates audiences’ interests and making a combination between new media and themselves by other people.

Popular Science Publication, Use and Gratification, AHP, Entropy Method, Identification

Zhu, Y. , Ye, H. and Tang, S. (2017) Research on Communication Identification of Intangible Cultural Heritage Popular Science Publication Based on AHP and Entropy Method. Open Journal of Social Sciences, 5, 199-208. doi: 10.4236/jss.2017.58016.