新媒介语境下江西民歌的品牌叙事与传播

Brand narration and communication of Jiangxi folk songs in the context of new media

江西的民歌有着丰富的文化价值和故事优势,结合文化旅游的热点,利用新媒介的传播,建立“江西风景独好”的品牌自信,发挥民歌叙事的最大作用,提升江西民歌的传播力与教育力,形成从音乐到文化到物质的转化,通过跨媒介叙事形成一个声音的品牌表达。

Jiangxi folk songs have rich cultural values and story advantages.Combined with the hot spots of cultural tourism and the spread of new media,establish the brand confidence of“Jiangxi scenery is unique”,so as to give full play to the maximum role of folk song narration,improve the communication and education of Jiangxi folk songs,form the transformation from music to culture to material,and form a sound brand expression through cross media narration.