融媒体助推乡村文化传播:重要价值、内容呈现与实现路径

Integrated Media Assists the Rural Cultural Communication:Important Values,Content Presentation and Implementation Paths

文化振兴是乡村振兴的重要内容和有力支撑,而融媒体是推进乡村文化振兴的重要途径。融媒体的参与有利于乡村文化传播主体多元化、样态多样化和价值共识形成。其对乡村文化的内容呈现主要体现在乡村文化保护传承、乡村公共文化信息公开、乡村文化宣传推广、乡村文化产业扶持。可以将文化创新创意融入融媒体,制作优质乡村文化作品;将农文旅共建内容注入融媒体,助力乡村文旅产业发展;将乡村文化服务加入融媒体,提升乡村文化服务效能;将乡村文化普及依托融媒体,增进乡村文化认同等路径,构建融媒体助推乡村文化传播的路径。

Cultural revitalization is a major component and supporting force of the rural revitalization,and the integrated media is an important way to promote the revitalization of rural culture.The participation of integrated media has a positive impact on the diversification of rural cultural communication subjects,diversification of patterns and the formation of value consensus.The presentation of integrated media in rural culture mainly includes:rural culture protection and inheritance,rural public culture information disclosure,rural culture publicity and promotion,and rural culture industry support.This study proposes that the following ways can be used to build a path for integrated media to promote the dissemination of rural culture:integrating cultural innovation and creativity into integrated media to produce high-quality rural cultural works;injecting the content of agricultural,cultural and tourism co-construction into integrated media to help the development of rural culture and tourism industries;integrating agricultural culture services into integrated media to enhance the effectiveness of rural cultural services;and embedding integrated media into rural culture to enhance the rural cultural identity,etc.