融媒体时代传统文化传播的机遇与困境探析

Opportunities and Predicament of Traditional Culture Diffusion in the Time of Media Convergence

随着移动互联技术及社会化媒体的兴起和繁荣,传播者与受众融为一体、传统媒体与新媒体深度汇聚的融媒体时代已到来。融媒体时代传统文化传播形式更加丰富,内容也是百花齐放。如何顺应传媒发展大势,规避颠覆性的媒介融合所带来的诸多风险,构建契合于当前融媒体传播场域的传统文化话语体系,在文化建设方面发挥重要作用,是传媒与文化研究的重要课题。

With the rise and boom of mobile internet technology and social media, the communicators and audiences are mingledtogether, ushering the era of convergence media that deeply integrates traditional media with new media. In the era of convergencemedia, the traditional culture is more abundant in its spread and inclusive to diverse contents. How to adapt to this trend and circumventthe multiple risks incurred by this subversive media convergence, build a traditional cultural discourse system that fits with thecommunication filed of convergence media and thereby play a significant role in cultural development is an important subject for mediaand cultural studies.