新媒体环境下传统文化传播力提升路径

Research on the Promotion Path of Traditional Culture Communication Power under the New Media Environment

在新媒体环境下,传统文化传播呈现出传播主体大众化、内容丰富化、媒介多样性、受众主动化、传播效果多元化等特点。在传统文化传播过程中,存在过分迎合受众的趣味性需求而歪曲传统文化内容的现象,传统文化标签与内容匹配度不高导致搜索精准度低,传统文化现代转化不足导致二次传播效果差。应对新媒体平台上的传统文化内容加强监管,严格把控传统文化作品分类,创新传统文化现代转化的方式。

In the new media environment,the communication of traditional culture presents the following characteristics:popularization of subject,enrichment of content,diversity of media,strong initiative of audience and diversification of communication effect.In the process of traditional culture communication,there is a phenomenon of distorting the content of traditional culture by excessively catering to the interesting needs of the audience.The low matching between traditional culture labels and content leads to low search accuracy,and the lack of modern transformation of traditional culture leads to poor secondary communication effect.We should strengthen the supervision of the traditional cultural content on the new media platform,strictly control the classification of traditional cultural works,and innovate the way of modern transformation of traditional culture.