基于报道文本的上海市国家级非物质文化遗产传播实证研究

An Empirical Study on the Communication of Shanghai National Intangible Cultural Heritage Based on the Report Text

本文以上海市入选国家级非物质文化遗产名录的55个项目作为研究对象,基于慧科新闻数据库2019年度关于这些项目的报道文本进行内容分析和计量分析,同时辅以深度访谈等方法,研究上海市国家级非物质文化遗产信息传播在主体、内容、渠道与效果等方面的特点。研究发现,本地主流媒体在上海非遗传播中扮演了主要的角色,基层社交媒体在传播中的优势开始显现;非遗传播在项目上、空间上和时间上都呈现出一定的不均衡性;非遗信息呈现方式较为单一,应景性的报道、活动赛事类的消息占据主导地位;受众对非遗的兴趣在代际间逐渐消退,对非遗传承传播的参与度有待进一步提高;信息比较零散、碎片化,难以形成有影响力的文化品牌。基于新闻报道文本探讨新媒体环境下上海市国家级非物质文化遗产传播的现状与问题,对于更好地保护和传承非物质文化遗产,促进江南文化传播,有着重要意义。

In this paper,55 items included in the“Shanghai national intangible cultural heritage list”have been selected for case study(retrieved from Wise Search database during 2019).On basis of content analysis,quantitative analysis and in-depth interviews,the body,content,channels and the effect of Shanghai national ICH information communication are studied.The analysis reveals that the local mainstream media play a major role in Shanghai ICH communication,and the advantages of grassroots social media in communication begin to appear;the ICH communication shows a certain imbalance in topic,location and time;the presentation of ICH information is relatively simple,and news and reports that fit the event are dominant forms of presentation;the audience’s interests in ICH gradually fade with new generations,and the participation in the inheritance and communication of ICH needs to be further improved;information is scattered and fragmented,making it hard to form an influential cultural brand.