智能传播时代非物质文化遗产场景传播研究

Research on the Scene Communication of Intangible Cultural Heritage in the Era of Intelligent Communication

当下,非物质文化遗产传播面临着场域受限与传播有效性不高的困境。场景传播,作为一种体验性的新型传播方式,是高效传播推广非物质文化遗产的重要途径。借助智能传播技术,将非遗信息有效融入线上场景或线下场景、虚拟场景或现实场景、生活场景或媒介场景等进行"沉浸式"传播,拓展了非遗传播时空,提高了非遗传播效果。要做好非遗场景传播,关键是充分利用人工智能技术和物联网技术等创建非遗场景,增强受众对非遗的感知体验;充分利用大数据技术和智能算法,找准目标受众,精准推送非遗传播内容。

At present,the communication of intangible cultural heritage is facing the dilemma of limited field and low communication effectiveness.Scene communication,as a new mode of communication based on experience,is an important way to effectively spread and promote intangible cultural heritage.With the help of intelligent communication technology,intangible cultural heritage information is effectively integrated into online or offline scenes,virtual scenes or real scenes,life scenes or media scenes for"immersive"communication,which expands the time and space and improves the effect of intangible cultural heritage communication.Successful scene communication of intangible cultural heritage requires extensive application of artificial intelligence technology and Internet of Things technology to create intangible cultural heritage scenes and enhance the audience perception and experience of intangible cultural heritage.It is also important to make full use of big data technology and intelligent algorithms,identify the target audience,and accurately push the communication content of intangible cultural heritage.