互联网媒体生态下的乡土文化价值与传承——以花馍为例

On the Value and Inheritance of Local Culture under the Ecology of Internet Media——Taking Flower Buns for Example

互联网技术打破了中国传统乡土社会文化传承状态,尤其是移动互联网技术与智能移动终端的结合,进一步导致乡土文化媒介的解析与重构,乡土文化赖以传播的消费渠道消失和瓦解,严重侵蚀了乡土文化的民族性、多样性、原始性;互联网时代下,寄希望于“乡土封闭”的方式保留、传承乡土文化是不可取的,依托互联网经济模式,通过对乡土文化资源中适于现代社会消费需求的部分进行开发,促进文化价值向经济价值的转化,以实现乡土文化有效传承。

Internet technology has broken the traditional inheritance state of local social culture in our country, and further lead to the resolution and reconstruction of local culture medium especially driven by the combination of mobile Internet technology and intelligent mobile terminals. Meanwhile, the nationality, diversity, primitiveness of the local culture have been seriously eroded by the disappearance and collapse of the consumer channels on which local culture rely for spread. In the Internet era, it is not advisable to preserve and inherit local culture in a “local and closed” way. Rather, the effective inheritance of local culture can be realized by relying on the Internet economic model, by developing the part of local cultural resources which can meet the consumption needs of modern society, and by promoting the transformation to economic value from cultural value.