大众媒介乡土文化传播的现状及未来取向——基于浙江文化礼堂仪式报道的样本分析

The Present Situation and Future Orientation of Local Culture Communication in Mass Media: A Sample Analysis Based on Reports of Ceremonies in Cultural Halls in Zhejiang Province

近三十年来,中国乡土文化在城市化进程中受到明显冲击,作为乡土文化保存较为完整的浙江省同样面临这一困境。文章以浙江媒体在报道文化礼堂中的礼仪活动新闻为分析样本,提出大众媒介对乡土文化的传播面临外力与内生、统一与个性、现代与传统的三对现实关系,建议在未来的传播取向上突出乡土文化生产的内生力量,鼓励本土的原生仪式传播,并强化培育现代国家及公民意识的现代礼仪传播。

In the past thirty years,Chinese local culture has been obviously affected in the process of urbanization.Zhejiang Province,where we see a relatively complete preservation of local culture,is also facing this dilemma.This paper analyzes the samples of news reports about ritual activities incultural halls in Zhejiang media,and points out that there are three pairs of relations in the reports,namely external power and internal autonomy,unity and personality,tradition and modernity.The paper suggests that mass media should highlight the endogenous forces of local cultural production,encourage the transmission of native rituals,and strengthen modern ritual communication forcultivating a modern country and civic consciousness.