新媒体环境下传统文化的转化与创新

Transformation and Innovation of Traditional Culture in the New Media Environment

新媒体技术发展使得传播媒介、方式、内容、渠道发生了深刻变革,信息传播方式趋向碎片化,信息获取更具备高效性,改变了以往以血缘、地缘、业缘为纽带的差序格局,形成了一个个以“趣缘”为纽带的社群,且相比于以往的媒介,新媒体用户主体性显著增强。传统文化在新媒体环境下的传播呈现出了新现象,新媒体中传统文化的碎片化传播,一定程度上解构了传统文化。传统文化传播迎合了新媒体趣缘化的网络社群特征,以新奇的内容吸引了用户,新媒体用户也自发进行传统文化的创造性生产。未来随着新媒体环境的变化,传统文化创新应结合我国媒体融合相关政策,将精品文化内容转化为社会民众共享的文化符号,用技术为传统文化走出陈列馆提供支持,用知识产权的合理开发助力传统文化产业转型升级,实现新媒体时代传统文化的现代化转型。

The development of new media technology has led to profound changes in medium,contents and channels.The way of disseminating message tends to be more fragmented.The acquisition of massage has been more efficient.The pattern of community which once based on consanguinity,region and social division of labor has been changed into the one that based on interest.Compared with the traditional medium,the subjectivity of users in new medium has increased.Therefore,traditional culture has assumed a new aspect.It has been deconstructed because of the fragment dissemination of message.It has been asking for fancy contents in order to attract users that actually engaged in producing creative contents.With the change of the media circumstances in the future time,the innovation of traditional culture has to enhance the awareness of policy related to media convergence,aiming at switching high-quality contents into cultural phenomenon that shared by people,assisting the transformation and upgrading of traditional culture by rational development of intellectual property,achieving the modernization of traditional culture in New Media Era.