新媒体下粤西年例文化的遗产保护与创新传承策略

The Heritage Protection and Innovative Inheritance Strategy of Annual Activities Culture in the Western Guangdong under New Media

年例是粤西人民特有的文化传承,也是最具特色的民俗活动,甚至有年例大过年的说法。其中又以湛江、茂名年例习俗最为突出。随着科技进步,在互联网新媒体时代,人们进行娱乐活动和接收信息的方式日渐丰富,各种年例习俗受到了一定的冲击,有些甚至被认为是封建旧潮流被抵触。如何在新媒体环境下创新和保护传统文化的内容及形式,成了许多专家学者研究的话题。该文从湛江年例发展现状出发,探索传统文化活动在现代的发展路线,研究粤西年例文化在国内当前的发展趋势,并探讨如何结合网络新型传媒宣传、文化再创新、创意产品推广等方式弘扬和传承年例文化。

Annual Activities is a unique cultural heritage of the people who live in western Guangdong, and it is also the most characteristic folklore activity. There is even the saying that Annual Activities is a bigger celebration than the New Year. The customs of Annual Activities in Zhanjiang and Maoming are the most prominent.With the advancement of science and technology, in the era of new media, people’s recreational activities and access to information are becoming more and more abundant, and various customs of Annual Activities have been affected to a certain extent.Some of them are even considered as old feudal trends to be resisted. How to innovate and protect the existence and forms of traditional culture in the new media environment has become a topic of research for many experts and scholars today. This paper explores the development of traditional cultural activities in modern times by looking at the current situation of the development of Zhanjiang’s Annual Activities, examines the current development trend of Annual Activities culture in western Guangdong in China, and discusses how to promote and inherit Annual Activities culture by combining new media propaganda on the Internet, cultural reinvention and creative product promotion.