非物质文化遗产在全媒体时代的传播策略研究

Research on the Communication Strategies of Intangible Cultural Heritage in All Media Era

将传统媒体与新媒体的优势加以整合,能比较有效地克服传统非遗传播路线过于狭窄,信息扩布范围有限的缺点,适应现代社会的需求。通过对当前非物质文化遗产传播策略的审视,提出应以优秀非遗文化资源为源泉,积极创作文化创意产品,打造文化品牌;以协同创新的视角,积极宣传推介非遗文化资源;充分利用全媒体传播优势,集成运用大数据时代的数字传媒技术手段,将非遗文化资源收录、存储、处理数字化进而推动非遗的传播。

Combining the advantages of traditional media and new media will be relatively effective in overcoming the disadvantages of traditional heritage transmission whose route is too narrow,and the shortcomings of information spreading limited range,to meet the needs of modern society. By examining the current communication strategy in intangible cultural heritage,we should actively compose outstanding cultural and creative products based on outstanding intangible cultural heritages and build cultural brand; Positive publicity and promotion of intangible cultural heritage and cultural resources is needed in collaborative innovation perspective; Taking full advantage of the whole media,integrated application means of digital media technology in big data era,including storing and processing intangible cultural heritage,will promote the spread of it.