融媒体时代传统手工艺的传播与传承

Dissemination and Inheritance of Traditional Handicraftsin the Era of Media Convergence

融媒体时代赋予了传统手工艺新的传播途径与手段,实现了单向传播到多元互动、突破时空与沉浸体验、文化共享与商业消费等多重维度的构建。然而,在新技术赋能下的传统手工艺传播依然存在一系列困局,如碎片化的传播语境导致整体性被破坏,流量与算法引发传播圈层的固化,虚拟化传播导致文化体验失落等。为解决以上问题,应当合理利用融媒体的优势,构建社会大众由"认知""认同"再到"学习"的媒介环境,以实现传播服务于传统手工艺的传承。

The era of media convergence has endowed traditional handicrafts with new ways and means of transmission. It has also realized the construction of multiple dimensions of the transmission from one-way to multi-way, the breakthrough of time and space, immersive experience, cultural sharing, and commercial consumption. At the same time, there are still a series of difficulties in the dissemination of handicrafts under the powerful empowerment of technology, such as fragmented dissemination context that leads to the destruction of integrity, the solidification of the dissemination circlecaused by traffic and algorithms, and the loss of cultural experience brought about by virtual dissemination. In order to solve the above problems, we should make rational use of the positive advantages of integrated media to build a media environment in which the public goes from "cognition", "identification" to "learning", and serve the inheritance of traditional handicrafts through communication.