新媒体背景下钧瓷文化对外传播研究

Research on the External Communication of Jun Porcelain Culture under the Background of New Media

当前,钧瓷文化传播存在特色品牌缺乏、对外宣传不够、传播途径单一等突出问题。媒介的技术变革使文化的传播变得更加高效便捷,为钧瓷文化的对外传播带来了新的机遇。新媒体背景下,钧瓷文化可以通过创建“数字钧瓷”电子数据资源库、开发钧瓷文化数字化衍生品以延展钧瓷文化产业链、利用“附着化+微型”模式开辟钧瓷文化数字化传播新途径、利用新媒体平台创新和扩大钧瓷文化对外交流、建立优质网红钧瓷文化电商直播孵化基地、整合媒介资源实施数字化跨区域传播等,进一步推动钧瓷文化特色品牌的塑造和钧瓷文化的对外传播。

There are some outstanding problems in the dissemination of Jun porcelain culture,such as lack of characteristic brands,insufficient external publicity,single way of communication and so on.The technological change of the media makes the spread of culture more efficient and convenient,which brings new opportunities for the external dissemination of Jun porcelain culture.With the new media,Jun porcelain culture can extend Jun porcelain culture industry chain and implement digital cross-regional communication by creating electronic data resource database,developing digital derivatives,opening new ways of digital dissemination through the mode of“attachment plus miniature”,making use of new media platform to innovate and expand foreign exchanges,establishing high-quality online celebrity e-commerce incubation base and integrating media resources and so on.