基于5W模式的非物质文化遗产档案信息分众传播策略研究

Mass-decentralized Dissemination Strategy of Intangible Cultural Heritage Archives from 5W Mode

非物质文化遗产(以下简称“非遗”)档案是文化的重要载体,其档案信息的传播对于增进公众的非遗了解程度,强化民族认同感和巩固文化自信有着重要的意义。借助传播学的5W模式从传播主体(Who)、传播内容(Says what)、传播媒介(In which channel)、传播受众(To whom)和传播效果(With what effect)5个方面构建了我国非遗档案信息分众传播模式,以武汉市档案馆非遗档案信息传播为典型案例,采用案例研究的方法,分析武汉市非遗档案信息分众传播的实践经验,并从传播内容、传播精准度、传播手段以及反馈机制提出深化策略,具有一定的理论意义和实践价值。

Intangible cultural heritage(ICH)archives are very important custodians of national and regional culture,whose dissemination is significant to promote public understanding and utilization of intangible cultural heritage,and enhance public recognition and self-confidence of national culture.Based on 5W mode of dissemination,this paper constructs a demassify communication model for Chinese intangible cultural heritage archives from five aspects:communication subject(Who),content(Says what),media(In which channel),audience(To whom)and effect(With what effect).This research are essentially practice-oriented and led by Wuhan Municipal Archives,it then identified the dissemination strategy for intangible cultural heritage archives,which is of certain theoretical and practical contribution.