当代少数民族音乐传播困境研究

Research on the Dilemma of Contemporary Minority Music Communication

在互联网时代,民族音乐传播面临着对内、对外传播宣发不畅的困境,在此分析了这种困境的表现及形成的原因。认为对于少数民族音乐传播而言,要冲破这种困境,就要将民族音乐的文化价值、社会价值与受众的注意力充分勾连,直接锚泊于市场。既要充分、深刻认识互联网时代大众文化与消费主义对于少数民族音乐等小众化传播内容的无意识之沉默,积极借鉴"沉默的螺旋"理论以厘清这种集体无意识作用的机制,从而充分扩大少数民族音乐的知晓度、熟悉度和认同度;也要借助该理论之反论,充分利用公开的长尾市场,牢抓已有利基,不断开疆拓土,促进民族音乐更为持久、深入的传播,以抵消负面因素对小众化内容的消解。并以"沉默的螺旋"为理论视角,通过阐释和理解机制,对机制引起重视,在两种模式下同时控制非理性因素及现象的出现,积极学习各种传播技巧、方法,促进民族音乐走出传播困境,推动民族音乐再发展。

During the Internet era, the spread of folk music is confronted with the dilemma of difficulties in both internal and external diffusion, and the author here now analyzed the performance and causes of this dilemma. In the author＇s opinion, as regarding to the spread of the ethnic minority music, it is necessary to connect the cultural value, social value and audience connection of the folk music together in order to break through this dilemma, and anchor directly to the market. People not only need to be fully and deeply realize the unconscious silence of public culture and consumerism to the niche contents of the ethnic minority music in the internet era, and actively learn from the ＂spiral of silence＂ theory to clarify this kind of collective unconsciousness mechanism so as to fully expand the popularity, familiarity and identity of the ethnic minority music, but also need to use the paradox of this theory, and making full use of the open long tail market,firmly grasp the existing niche, constantly expanding the territory, and promoting a more sustainable and deep spread of folk music to offset the negative factors＇ dispel of niche contents.