新媒体环境下木板年画艺术推广策略研究

Research on the Promotion Strategy of Zhangzhou Plank New Year pictures under the New Media Environment

漳州木版年画属于民间美术的一种,可以大致分为门顶画、独幅画、门画、中堂画、连环画等,在闽南、岭南、芗城区一带广为流传,并远销台湾、香港和东南亚等地。作为我国第一批国家级非物质文化遗产,漳州木版年画具有一定的艺术价值和珍藏价值。因此,在新媒体背景下,探究漳州木版年画艺术推广策略具有一定的现实意义,本文首先介绍了木版年画,然后阐述了新媒体及其特征,分析了新媒体在漳州木版年画市场推广活动中的作用,最后探讨了新媒体背景下漳州木版年画艺术推广的相关策略。希望本文的研究能够为漳州木板年画的艺术推广提供一定的助力。

Zhangzhou plank New Year pictures belong to a kind of folk fine arts,and they can be roughly divided into overdoor pic?tures,solo pictures,door pictures,central scroll pictures,serial pictures and so on,popular in Minnan,Lingnan and Xiangchen,even sold in Taiwan,Hong Kong and southeast Asia.As China's first national intangible cultural heritage,Zhangzhou plank New Year pic?tures have artistic value[1]and collection value.Therefore,under the new media environment,studying the promotion strategy of Zhang?zhou plank New Year pictures has some practical significance.This paper firstly introduces the plank New Year pictures,elaborates the new media and its characteristics,and then analyzes the role of new media in the promotion activities of Zhangzhou plank New Year pictures market.Finally,the paper discusses the correlative promotion strategies of Zhangzhou plank New Year pictures under the new media environment.