浅析运城市关公文化的“在地化”传播——基于与莆田市妈祖文化符号传播的比较

On the Localized Spread of Guangong Culture——Based on the Comparison with the Spread of Mazu Culture

山西省运城市和福建省莆田市分别是关公文化和妈祖文化祖庙所在地。两市对这两大文化的传播在主体、内涵、载体方面都很相似,但运城市对关公文化的传播在政府投资力度、学术研究层次、传播人才建设方面都不及莆田市对妈祖文化的传播,影像符号、文本符号、新媒体符号传播平台更是滞后。运城市应取经妈祖文化的"在地化"传播,深挖关公文化符号内涵,增强实像符号传播,让"人"成为关公文化传播最生动的符号。

Yuncheng city of Shanxi province and Putian city of Fujian province are respectively the ancestral temple location of Guan Gong Culture and Mazu Culture.The dissemination of the two cultures is similar in subject,connotation and carrier.However,dissemination of Guangong Culture is not as good as that of Mazu Culture in terms of government investment,academic research level and personnel construction.Besides,Guangong culture platform of image symbols,text symbols and new media symbols is still lagging behind.Based on these comparisons,this paper puts forward several strategies for improving the communication of Guangong Culture in Yuncheng.