内蒙古主流媒体民族文化传播的框架分析——以“中国·内蒙古草原文化节”报道为例

The Frameworks of National Cultural Communication on the Mainstream Media of Inner Mongolia——The Reports on the Grassland Cultural Festival as an Example

内蒙古的主流媒体对草原文化节的报道主要以文化类议题为主;在叙事框架上,媒体的落脚点都在构筑草原文化节的盛况和内蒙古文化大区的形象上,广泛采用了"以正面报道为主"的基调、叙述的话语形式和光辉泛化的修辞手法,多数媒体较为重视图片对传播效果的辅助功能。未来可以考虑从突破民族文化传播的宣传范式、提高民族文化传播的议程设置能力和丰富民族文化传播的方式及手段等方面来优化传播效果。

Reports on the Grassland Cultural Festival made by the mainstream media of Inner Mongolia are mainly about cultural issues. In terms of narrative frameworks, the media mainly focus on depicting the grand occasion of the Grassland Cultural Festival and shaping the image of Inner Mongolia as a ＂Culture Power＂. The ＂ positive coverage - based＂ keynote and narrative style are chosen, and glittering generality as a rhetoric method is adopted by the media to make reports on the Grassland Culture Festival. Most of the media highlight supporting efforts of pictures on communication effects. It is advised that in the future, communication effects should be improved by the following ways and means： using new publicity modes of national cultural communication, improving the agenda - setting skills in national cultural communication, and enriching channels of national cultural communication.