传统村落文化数字化传播:现状、问题与应对

A Study on the Situation,Problems and Countermeasures about Digital Communication of Traditional Village Culture

数字化传播是弘扬传统村落文化,提供乡愁数字服务的重要形式。文章基于定性与定量相结合的研究方法,发现我国传统村落文化目前虽已初步形成传播主体多元、传播内容丰富、传播手段多样的数字化传播格局,但仍存在传播整合力、影响力、互动力、感染力、融入力、赋权力不足的问题,需要通过顶层设计、统筹协调;聚合关联、分众分道;传受同频、情感共振;动静皆宜、沉浸体验;弘扬传统、对接当下;尊重民意、汇聚民智来逐步解决。传统村落文化资源的建设与传播已成为乡村振兴这一国家战略的重大文化命题,学术研究的及时跟进将助力形成全媒体共时传播和全社会共同传承利用的文化大格局。

Digital communication is a significant way of carrying forward traditional village culture to provide digital service of nostalgia.Based on qualitative and quantitative research this paper identifies the problems of lack of power of communication,integration,influence,contagion,fusion and authorization.It could be gradually solved through strengthening top-level design and coordination,building aggregation and relationship of resources,implementing sub-public communication,promoting interaction with audience and motivating their emotional resonance,enriching the dynamic information forms,producing immersive experience,infusing into the current circumstance,providing adequate chances for villager’s participation.The construction and communication of traditional village cultural resources has become an important cultural proposition of the national strategy of rural revitalization.The timely follow-up of academic research will help form a cultural pattern of all media simultaneous communication and the common inheritance and utilization of the whole society in the new era.