新媒体时代非物质文化遗产的传播策略

The dissemination tactics of intangible cultural heritage in new media era

新媒体时代下,传播方式的改变不仅给非物质文化遗产的保存带来了全新的契机,更给非物质文化遗产的传播带来了巨大的冲击。因此,如何传播并延续非物质文化遗产的古老艺术生命,已经成为促进我国非物质文化遗产传承与发展的关键所在。本文以昆剧青春版《牡丹亭》的成功传播为例,对其传播策略进行分析与探讨,以期为我国非物质文化遗产的传播提供有益参考。

In the era of new media,the change of communication mode not only brings a new opportunity to the preservation of intangible cultural heritage,but also brings a great impact to the spread of intangible cultural heritage.Therefore,how to spread and continue the ancient artistic life of intangible cultural heritage has become the key to promote the inheritance and development of intangible cultural heritage in China. This paper analyzes and discusses the spreading strategy of the Peony Pavilion,which is the youth version of Kunqu opera,with the hope of providing a useful reference for the dissemination of intangible cultural heritage in China.