我国非遗数字化传播所面临的困境与应对之道

The Challenges and Solutions for the Digital Dissemination of Intangible Cultural Heritage in China

促进我国非物质文化遗产的数字化传播是适应数字时代发展需要的必然选择,对强化非遗创意开发、助力非遗活态化传播、助推非遗流变式创新、使其传播能效提升并促进多方合作与资源共享都有着积极而重要的意义。但当前非遗的数字化基础还较为薄弱、非遗传承存在较为明显的代际失衡、非遗传播渠道较为单一、缺乏有传播力的数字化品牌、非遗数字化传播形式有待进一步创新突破以及非遗商业化开发缺乏有效机制,这些问题由来已久,成因复杂,必须应用创新的思维和技术予以解决。拟采取的应对之道包括:切实提高对非遗数字化传播的认识;以数字化传播突破非遗地域发展瓶颈;以传承人为主体扩大数字化传播队伍以弥合代际鸿沟;充分发挥社交媒体平台在数字化传播中的主力作用;将数字影音创作和传播作为突破口;大力推进非遗数字博物馆建设;积极鼓励公众参与非遗数字化传播;以数字化传播激活非遗商业活力。

The promotion of China's intangible cultural heritage(ICH) through digital communication is a necessary choice to meet the demands of the digital era.This approach holds significant and positive importance in strengthening the creative development of ICH,facilitating real-time communication,promoting innovative practices,enhancing effective communication,and encouraging multi-party cooperation and resource sharing.However,certain challenges need to be addressed.These include the weak foundation of ICH digitalization,the generational imbalance in ICH inheritance,limited channels for communication,a lack of influential digital brands,the need for innovative breakthroughs in ICH digital communication,and the absence of an effective mechanism for commercializing ICH development.To address these issues,innovative thinking and technologies must be applied.Proposed solutions include raising awareness about ICH digital communication,overcoming regional development obstacles through digital communication,expanding the digital communication team with more involvement from inheritors to bridge the generational gap,leveraging social media platforms for effective digital communication,focusing on audio-visual creation as a means of breakthrough,promoting the establishment of digital ICH museums,actively involving the public in ICH digital communication,and utilizing digital communication to activate the commercial potential of ICH.