新媒体背景下汉服持续“出圈”策略研究

Research on the Strategy of Hanfu's Continuous“Out of Circle”in the Context of New Media

中国自古就有“衣冠王国”的美誉,汉服作为中华民族的传统服饰,不仅仅展现了华夏服饰的精致华美,更承载了汉民族五千年的优秀文化。汉服从历史上的一度消亡到当代的“汉服热”,完成了华丽的变身。本文通过研究新媒体背景下汉服的发展现状和出现的问题,分析“汉服热”的原因,寻找新媒体背景下汉服持续“出圈”的策略,以促进汉服文化的传承与发展。

China has been known as the“Kingdom of Clothes and Crown”since ancient times.As a traditional clothing of the Chinese nation,Hanfu not only showcases the exquisite and beautiful Chinese clothing,but also carries the excellent culture of the Han nation for five thousand years.Hanfu has undergone a magnificent transformation from its disappearance in history to the current“Hanfu craze”.This article studies the current development status and problems of Hanfu in the context of new media,analyzes the reasons for the“Hanfu craze”,and seeks strategies for Hanfu to continue to“go out of circle”in the context of new media,in order to promote the inheritance and development of Hanfu culture.