传承与变迁:新媒介技术对传统方式的补偿性解读——以微信喜帖的H5传播方式为例

Inheritance and Change:Compensatory Interpretation of Traditional Media by Means of New Media Technology by a Case Study of H5 Propagation Model

本研究从近年来兴起的新技术H5入手,以其对结婚喜帖的另类制作方式为案例,分析新媒介技术对婚礼邀请形式的改变以及其创新式传播对传统习俗和文化价值的影响,包括仪式感、关系体制、祝福形式、阅读趣味、社群化以及原创性等方面的改变。利用"补偿性媒介"理论、使用与满足理论、分众化视角解读媒介技术的发展对大众思想、行为和社会关系之间复杂形态的演变与填充。

It is self-evident that no culture and customs are really immutable.Overall,the change of traditional things is often a kind of inheritance and innovation especially in the era of new media technology development.There is no doubt that the inheritance of traditional rituals and customs is no longer simply a follow-up rather than a compensatory change.It refers to that the new media technology has powerful function in digging the traditional content and form.The paper tries to analyze the rise of the H5 technology,which is accomplished by a case for change of wedding invitation.On the other hand,It also emphasizes on the changes in the form of wedding invitation by new media technology and the effects on traditional customs and cultural values,which includes ritual,relationship,blessing,reading,community,and originality.It is important to understand the change and filling among the public thinking,behaviors and social relations by utilizing ＂compensatory media＂ theory,and gratifications approach and explaining media technology influence on the complex form of evolution.