非遗文化传播中的女性形象建构——基于“学习强国”非遗刺绣宣传片中的女性形象分析

The construction of female images in the dissemination of intangible cultural heritage:A study on the female images in the intangible cultural heritage embroidery publicity film on the platform of“learning to be a great power”

在当代非遗刺绣宣传片中,女性形象主要被建构为刺绣技术传播者,而较少出现与刺绣文化的个性互动和参与其中的身心体验,从而呈现出静态性、封闭性和保守性特点。当代非遗文化传播者应由技术传播向文化传播转化,通过强化人技互动,凸显非遗文化传播的时代新貌。

In modern media,the development of intangible cultural heritage culture is closely related to the image of the disseminator.Embroidery is closely related to women,so women are often used as disseminators in contemporary intangible cultural heritage embroidery publicity films,but they are generally constructed as Inheritors of skills and lack of subjectivity participation in embroidery culture.Women are a static symbol of intangible cultural heritage.The article thinks that the contemporary intangible cultural heritage culture communication should turn from the“technology”communication to the“human”communication.