新媒体语境下的文化传播方式创新研究

On the Innovation of Cultural Transmission in the Context of New Media

文化是一个民族发展和前进的动力,对人类的组织生活具有强大的导向作用,可以使人类在社会生活中维持良好的秩序。而文化则依赖于传播所存在,文化传播从广义上讲是文化迁移的过程,通过不同的方式使文化散布到人们生活的方方面面。随着科学技术的不断发展,出现很多新的媒体形态,比如网络、数字电视、手机杂志等,继之前的报纸、杂志、广播和电视这四大媒体之后,被成为"第五媒体"。与传统的媒体相比,新媒体对文化传播方式的影响很大。从新媒体的内涵和基本特征出发,阐述在新媒体语境下文化传播方式的现状和发展的瓶颈,并探讨解决的对策。

Culture is the motivation for a nation’s development, plays an important role in guiding human’s regular activities, and helps people to maintain a good order in social life. Culture exists by relying on its transmission. The cultural transmission, in a broad sense, is a process of cultural transfer, spreading culture to every aspect of people’s life by different ways. With the constant development of science and technology, many new media forms appear, including the Internet, digital TV, mobile phone magazines and so on. These new forms of media are called the “Fifth Media”, following to the traditional media forms of newspaper, magazine, radio and television. Compared with the traditional forms of media, new media has greater effect on cultural transmission. On the basis of the connotation and basic characteristics of the new media, this study expounds the status quo and development bottleneck of the cultural transmission in the context of the new media and brings forward relevant countermeasures.