突围与重构:基于新媒体影视的非遗传播创新研究

Breakthrough and Reconstruction:A Research on Innovation of Intangible Heritage Communication Based on New Media Film and Television

在现代工业文明的冲击下,非物质文化遗产赖以生存的原生环境正在消解。新媒体影视技术的产生与发展,突破了传统影视制作的精英话语霸权,颠覆了传统影视的内容生产与传播模式,为新时代非遗的传承与创新提供了新的契机。以传播学理论为基础,全面分析非遗新媒体影视传播优势与不足,并从创制体系、管理体系、营销体系三个维度,提出了非遗新媒体影视传播的有效机制,以期为丰富多样的非遗新媒体影视传播创新提供理论参考。

Under the impact of modern industrial civilization,the native environment on which intangible cultural heritage depends is being dissipated.The appearance and development of new media technologies has broken the hegemony of elite discourse of traditional video production,subverted the traditional mode of film and television production,provided new opportunities for non-genetic inheritance and innovation of a new era.This article from the perspective of communication studies analyzes the advantages and disadvantages of non-heritage new media film and television communication;from the three dimensions of the creation system,management system,and marketing system,puts forward an effective mechanism for non-heritage new media film and television communication to provide a theoretical reference for the rich and diverse innovation of new media,film and television communication.