新媒体时代非物质文化遗产的传播与传承

Dissemination and Inheritance of Intangible Cultural Heritage in the New Media Era

“非遗”短视频从内容生产到传播都克服了传统媒体“单向度”的缺陷。短视频在商业化环境下在线售卖“非遗”产品模式的运用,不仅推动了“非遗”产业的发展,同时也是保护“非遗”的一种方式。但是泛娱乐化的新媒体倾向导致社交类短视频平台上“非遗”短视频的内容趋向于同质化、套路化、片面化。在以传承做为核心的背景下,新媒体对于“非遗”的宣传需要把握传承规律,揭示文化内涵,促进产品消费。

From content production to transmission,short videos of intangible cultural heritage have overcome the defect of“single dimension”which exists in traditional media.In the commercial environment,short videos have been utilized to sell products of intangible cultural heritage online,which is a mode that not only promotes the development of intangible cultural heritage industry,but also acts as a way to protect intangible cultural heritage.However,new media,which features a tendency of over-entertainment,has caused a tendency of homogenization,routinization and one-sidedness.Therefore,in the inheritance-oriented background,dissemination of intangible cultural heritage on new media needs to be in line with the principle of inheritance and reveal cultural connotation so as to promote product consumption.