基于网络直播平台的川菜文化传播新策略

New Propagation Strategy for Sichuan Cuisine Culture Based on Network Broadcasting Platform

近年来,以网络直播为代表的社交新媒体异军突起,引起社会各界的广泛关注。解读网络直播内涵及特性,利用网络直播平台进行川菜文化传播,不仅可以解决川菜文化的宣传方式及内容单一及片面的问题,还能丰富直播内容,为中国传统饮食文化"走出去"带来更好新的生机和思考。

Over the recent years, being represented by network broadcasting, new internet social media suddenly rise and attract extensive concern and heated discussion from all sectors of society. By under- standing the connotations and characteristics of network broadcasting, it is helpful to probe into the posi- tive and negative effects on propagation of Sichuan cuisine culture and propose feasible propagating strate- gy. Taking advantage of network broadcasting to advocate Sichuan cuisine culture, it is not only able to break through the problems of singleness and one-sidedness of Sichuan cuisine culture in terms of advo- cating mode and content, but also to enrich the contents of live broadcasting and to bring about better and new vitality and thinking for ＂Going out＂ of traditional Chinese diet culture.