非遗民俗生活性保护的媒体传播及其策略——以二十四节气为例

Study on the Characteristics & Strategies of Media Dissemination in the Daily Life Protection of Intangible Cultural Heritage Folkways——Taking 24 Solar Terms as an Example

文章通过文献调研归纳与厘清非遗保护及其传播、民俗及其传播的内涵、特点等要素,宏观把握非遗民俗传播的特征;采用时间序列分析、内容分析等方法梳理民俗在媒体语境下的传播现状;通过绘制节气民俗知识图谱形象表达要点、对比官方宣传与自媒体传播差异等,剖析存在的问题——非遗民俗传播存在随意、区域分布不均、低级重复等现象,且与人们生活渐行渐远,并提出建议。

Based on a literature review,this paper first summarizes the elements and characteristics of intangible cultural heritage,folkways and their disseminations,and clarifies the differences between them as well.Then,through time series analysis and content analysis,it makes an analysis of the dissemination of folkways in the context of mass media.Besides,it draws a knowledge map of24solar terms to show the key points,make comparisons between official propaganda and self-media communication,and so on.It is found out that there are some serious problems in the dissemination of intangible cultural heritage folkways,including the randomness,uneven distribution and low-level repetition of dissemination.As a result,intangible cultural heritage folkways have been far away from human daily life.More attention should be paid to such problems,so as to contribute to the construction of China’s cultural power and the rebuilding of China’s cultural self-confidence.