Intangible cultural heritage (ICH) is a spiritual and cultural imprint preserved by Chinese people of all nationalities in the process of historical development, and is an important part of strengthening cultural confidence and enhancing cultural soft power. Based on Harold Lasswell’s “5W” theory, the study analyzes intangible cultural heritage in terms of subject, content and object; From the aspects of user’s preference for different modal information and dynamic multimodal information fusion, the model of enhanced preference-aware MMGCN is proposed to achieve potentially salient feature extraction of video features through coarse- and fine-grained modeling. Construct MMGCN-based non-heritage short video communication power measurement model, and use MMGCN recommendation model to analyze the communication effect of non-heritage short video visual content for Chu opera. The data results show that the MMGCN recommendation model improves 10% to 20% on the dataset, compared to other models, and the retrieval effect is better on the dataset, which indicates the excellent performance of the recommendation model. On the dissemination effect of Chu opera video based on MMGCN recommendation, the maximum value of dissemination effect is 71.9023, and the dissemination effect is remarkable. The research provides technical support for the efficient dissemination of non-heritage visual content in accurate recommendation, which helps the inheritance and innovative dissemination of non-heritage culture.
