分众传播:非物质文化遗产档案传播新模式

针对我国现阶段信息需求多元化、个性化的特点,并结合非物质文化遗产档案自身的特点,将分众传播中的有关理念运用于非物质文化遗产档案的传播实践中是分众传播时代的自然现象。较之传统的档案传播模式,分众传播视角下的档案传播模式中的因素发生了极大的变化。本文主要以传播主体、受众和效果为落脚点,从分众传播的角度来研究非物质文化档案传播,以非物质文化遗产档案传播为载体,以分众传播理论为研究工具,以期用分众传播理论对非物质文化遗产档案传播提供理论指导,完善非物质文化遗产档案传播中的理论依据。

In allusion to diversification and individuation of current information needs in our country,and characteristics of intangible cultural heritage,it isnatural that using several theories of mass-decentralized transmission into intangible cultural heritagetransmission in mass-decentralized transmissionera.Comparing with the differences of traditional archive transmission pattern factors:subjects,objectsand results,viewing of mass-decentralized transmission those factors change its role and duty.This paper forces on the subjects,audiences and results,and tries to study the transmission of intangible cultural heritage archives,regarding the transmission ofintangible cultural heritage archives as carrier,massdecentralizedtransmission theory as tool and then direct intangible cultural heritage archives by mass-decentralized transmission theories,so completing thetheories of intangible cultural heritage archives transmission.