新媒体视阈下陕西民俗文化传播策略研究

Research on the Communication Strategy of Shaanxi Folk Culture from the Perspective of New Media

民俗文化一个是地域群体的集体创造,是一个区域文化长期发展而形成的人们普遍认可的文化内容。陕西拥有光辉的古代文明和丰富多彩、瑰丽奇特的民俗文化。然而随着全球经济一体化以及城乡一体化不断推进,文化同质化趋势越来越明显,民俗文化的传统生存空间进一步被挤压。新媒体开创了文化传播的全新模式,其打破了地域时空的局限,构筑了全新的网络虚拟空间,对于相对闭塞的陕西民俗来说,既是机遇也是挑战。陕西民俗文化应当充分借助新媒体,实现自身在当代传承和发展。本文通过分析陕西民俗文化的发展现状和面临困境,阐释了新媒体的传播模式、传播空间以及其传播弊端对民俗文化传播的影响,在此基础上,从体验、认知及推广三方面提出陕西民俗文化在当代的传播策略。

Folk culture is a collective creation of regional groups, and it is a widely recognized formed by the long-term development of regional culture. Shaanxi has a glorious ancient civilization and rich, magnificent folk culture. However, with the continuous progress of global economic integration and urban-rural integration, the trend of cultural homogeneity is more and more obvious, and the traditional living space of folk culture is further squeezed. New media has created a new mode of cultural communication, which breaks the limitation of regional time and space and builds a brand new virtual network space, which is both an opportunity and a challenge for the relatively isolated folk customs in Shaanxi. Shaanxi folk culture should make full use of new media to realize its own contemporary inheritance and development. By analyzing the development status and difficulties of Shaanxi folk culture, this paper explains the influence of new media’s communication mode, communication space and its communication drawbacks on the communication of folk culture. On this basis, it puts forward the communication strategy of Shaanxi folk culture in the contemporary period from the three aspects of experience, cognition and promotion.