观念·异质·交互:江南昆曲文化的创新传播实践

Conception,Heterogeneity,Interaction:Innovative Communication Practices of Kunqu Culture in Jiangnan

昆曲作为江南传统戏曲文化的杰出代表,600多年来,传承从未中断,这与其创新传播密切相关。依据创新扩散理论,从传播主体、传播渠道和传播方式等层面透视昆曲的创新传播实践可以发现,不同历史时期,观念领导者、舆论导向者凭借自身的专业资源、人脉关系、社会地位和创新理念联袂成为昆曲创新传播的重要动因,为昆曲重新张目和前期传播提升受众接纳度起到保障作用。弱式链接是昆曲在同质文化中异质群体之间、异质文化中不同群体之间传播的重要渠道。交互与沉浸式的传播方式,程度不同地体现在社交媒体传播和厅堂版、园林实景版、浸入式实景版等演出空间,以及网络社交媒体的交互传播中,使昆曲常演常新,永续辉煌。

As an outstanding representative of traditional Jiangnan opera culture,the heritage of Kunqu has never been interrupted for more than 600 years,which is closely related to its innovative diffusion.Drawing on and developing the theory of innovative diffusion,it can be found,by perceiving the practices of Kunqu’s innovative diffusion from the perspectives of its dissemination subjects,channels and methods,that at different historical periods,con-cepts leaders and opinion leaders,with their professional resources,contacts,social status and innovative ideas,have jointly become the important motivating factors for the innovative dissemination of Kunqu,which has played a safeguarding role in guaranteeing the reopening of Kunqu and its pre-dissemination to enhance audience acceptance.In the same way,Kunqu is disseminated among heterogeneous groups in homogeneous and heterogeneous cultures,with weak links as the important channels for its diffusion.Interactive and immersive modes of communication are manifested to varying degrees in social media communication and in performance spaces such as hall versions,live garden versions and immersive live versions,making Kunqu a constant and everlasting spectacle.