Study on the Public Perception Characteristics of Intangible Cultural Heritage in China from the Perspective of Social Media

Exploring public awareness, participation, and emotional inclination toward intangible cultural heritage (ICH) clarifies public attitudes and demands toward traditional culture, providing a crucial basis for targeted ICH protection and inheritance. Based on ICH text big data collected from China’s mainstream social media platform Weibo, this study improves the TF-IDF algorithm, integrates LDA topic analysis for semantic feature mining, and trains a new sentiment analysis model to explore public emotional attitudes and their formation mechanisms. The study is geographically limited to China and covers the entire year of 2023. The results show that: (1) Public ICH perception is multi-dimensional, with close attention to crafts like paper-cutting and traditional Chinese medicine; action-oriented terms reflect dynamic inheritance demands. Public discussions focus on three dimensions: ICH inheritance and development (39%), introduction and promotion (45%), and public experience and participation (16%), with the latter accounting for a low proportion. (2) Public sentiment toward ICH is predominantly positive, with all regions scoring above 0.730 (full score = 1), and Zhejiang (0.751) and Jiangsu (0.750) ranking significantly higher. (3) Spatial econometric analysis reveals marked regional differences in ICH sentiment distribution, mainly affected by three key factors—the number of ICH projects, the number of inheritors, and regional GDP—with regression coefficients of 0.699, 0.632, and 0.458 (p < 0.01). This finding provides a basis for formulating targeted ICH protection strategies.