延续与重述:当代视野下中国古代神话传播的检视与思考

Continuation and Restatement: An Examination and Reflection on the Spread of Ancient Chinese Myths in the Contemporary Perspective

中国古代神话在当下仍有积极的传播意义,它是民族文化的记忆,是艺术作品的母题.具有华夏民族文明的释源功能。我们通过神话可以寻绎出人类历史的“真相”,这也是提升民族文化自觉、自信与自强的一种言说方式。在当代视野下,中国古代神话的存在与传承依然具有时代价值。着眼于国家“双创”传统文化的战略意识,从传承的时代价值入手,再从中国古代神话的当代传播方式与传播叙事内容入手进行综合诠释与思考。在当代传播语境中,我国对于古代神话的传播不缺乏“朝向当下”的意识,"新神话”的创作与市场化推广,让传统文化延续与推广多了一种新的神话言说方式。通过检视已经具有的传播案例,不难发现,我们在叙事方式、市场化运作模式以及文化输出的手法与效果方面,与西方国家仍有差距。

Ancient Chinese mythology still has positive positive spreading significance at present. It is the memory of national culture, the motif of artistic works, and has the function of source interpretation of Chinese national civilization. We can deduce the“truth”of human history through mythology, which is also a way of speech to enhance national cultural consciousness, self-confidence and self-improvement. In the contemporary perspective, the existence and inheritance of ancient Chinese myths still have the value of the times. Focusing on the strategic consciousness of“double creation”of the traditional culture of the country and starting with the value of the times of inheritance, this paper makes a comprehensive interpretation and thinking of the con temporary communication mode and narrative content of ancient Chinese myths. In the context of contemporary communication, China does not lack the consciousness of“facing the present”in the dissemination of ancient myths. The creation and marketing promotion of“new myths” add a new way of myth expression to the continuation and promotion of traditional culture. By exami ning the existing communication cases, it is not difficult to find that we still have a gap with Western countries in terms of narra tive mode, market-oriented operation mode, and the methods and effects of cultural output.