融媒体环境下古籍阅读推广实践与分析——以央视文化综艺节目《典籍里的中国》为例

Practice and Analysis of Reading Promotion of Ancient Books in a Melting Media Environment:Taking the CCTV Cultural Variety Show China in the Classics as an Example

央视文化综艺节目《典籍里的中国》成功掀起了一股“典籍热”,论文从古籍阅读推广的角度出发,从平台、内容、宣传等角度探究融媒体环境下《典籍里的中国》如何成功实现古籍的大众传播。实践表明,充分利用新媒体资源和新技术,以当代视角解构古籍,降低古籍阅读门槛,设置记忆点,有助于引发大众共鸣,促进相关内容的广泛传播,有效实现大众层面的古籍阅读推广。

The CCTV cultural variety show China in the Classics has successfully created a classics fever.This paper explores how China in the Classics can be successfully disseminated to the public from the perspective of reading and promoting ancient books from the perspective of platform,content and publicity.The result shows that making full use of new media resources and technologies,deconstructing ancient books from a contemporary perspective,lowering the threshold of reading ancient books,setting up memory points can help trigger public resonance,promoting the widespread dissemination of relevant content,and effectively promoting the reading of ancient books at the public level.