四川彝族非遗“云”传播的逻辑理路——基于创新扩散理论的审视

Logic Thinking of the Cloud Spread of Intangible Heritage of Yi Nationality in Sichuan——A Study Based on the Theory of Innovation Diffusion

推进四川彝族非遗“云”传播,突出彝族非遗“云传播”是实施国家大数据战略的要求,是非遗传承与保护的有效路径。但“云”技术和彝族非遗融合在创新扩散的过程中产生了信息源扩散受限、竞争辨识度低、信息沟通不畅、再传播率低下等问题。因此,以创新扩散理论为框架,把握四川彝族非遗传承和保护的现有情况,从资源采集、资源编辑和营销推广三个阶段,将“云”技术和非遗传承保护实践相结合,理清非遗“云”传播的技术脉络,引导“云”技术的合理运用,实现非遗传播效果从文化吸引力转向文化感染力。

Promoting the“cloud”construction and highlighting the“cloud spread”of intangible cultural heritage of Yi nationality in Sichuan is the requirement of implementing the national big data strategy,and also an effective way to inherit and protect intangible cultural heritage.However,the integration of“cloud”technology and Yi intangible cultural heritage has produced the problems in the process of innovation diffusion as follow,the limited diffusion of information sources,the low degree of competition identification,the poor communication of information,and the low rate of re-dissemination.Therefore,this paper takes the innovation diffusion theory as the framework to grasp the current situation of inheritance and protection of Yi intangible cultural heritage in Sichuan.Moreover,through the three stages of resource collection,resource editing and marketing promotion,this paper combines“cloud”technology with intangible cultural heritage inheritance and protection practice,clarifies the technical context of“cloud”construction of the intangible cultural heritage,guides the reasonable use of“cloud”technology,and realizes the transformation of intangible heritage from cultural attraction to cultural appeal.