媒介融合背景下浙江省体育非物质文化遗产的互联网传播路径与优化策略

Internet Communication Path and Optimization Strategy of Sports Intangible Cultural Heritage in Zhejiang Province under the Background of Media Convergence

通过文献资料法,研究了浙江省体育非物质文化遗产的互联网传播路径及存在的问题,在此基础上提出浙江省体育非物质文化遗产的互联网传播发展策略。研究认为,浙江省体育非物质文化遗产的互联网传播路径主要是:非物质文化遗产官网的分类介绍与展示、各级政府部门官网的综合报道与宣传、门户网站的传播拓展与文化渲染。存在的问题主要有:传播目的模糊,彰显体育非物质文化遗产的意义与价值不足;传播内容和形式相对简单,设计和创新能力存在不足;传播功能单一,媒介与受众之间缺乏互动,传播与传承有所脱节;传播效果欠佳,网络影响力尚待提高。优化策略为:明确传播目的,展现新时代体育非物质文化遗产的独特魅力;全方位参与体育非物质遗产的活动,建立多级网络传播团队;加强网络与新媒体建设,提升体育非物质文化遗产的教育与传承功能;加速媒介融合,扩大浙江体育非物质文化遗产的影响力。

Applying the method of literary review,the paper studies the internet communication path of sports intangible cultural heritage in Zhejiang,and the related problems,as well as the resulting development strategies.Studies show that the internet communication path of sports intangible cultural heritage in Zhejiang mainly falls into three categories:introduction and presentation on the official website of intangible cultural heritage,roundups,and publicity on the official website of the government,and spread and influence on other portal websites.Problems can be revealed in several aspects,including ambiguous purpose,deficiency in showing the value,simple form and content,insufficiency in design and creativity,unvaried function,lack of interaction between media and audience,incoherence between transmission and inheritance,as well as ineffective transmission and internet influence.Aiming at the existing problems,this paper proposes several optimized strategies.The purpose should be clarified,and the charm of sports intangible cultural heritage in modern time should be magnified;Activities related to sports intangible cultural heritage should participate from all dimensions and multistage team responsible for internet communication should be set up;Strengthen the construction of the network and new media,the educational and inheritance function and the integration with the media should be enhanced;Accelerate media convergence,The influence of sports intangible cultural heritage in Zhejiang should be expanded.