非遗进校园传播路径探索——以罗泾十字挑花为例

Exploring the Promotion Path of Intangible Cultural Heritage in School Campuses:A Case Study of Luo Jing's Cross-Stitch

全球性视角下传统非遗传播模式遭到价值导向冲击,学校成为传承与弘扬非遗的最佳途径。文章聚焦非遗校园传播路径,以上海市非物质文化遗产罗泾十字挑花进入东华大学作为研究案例,从认知、态度、行为三个层面建立非遗校园传播效果的评价维度,通过问卷调查进行实证研究。结果表明:大学生对非遗的认知水平与情感态度正相关,大学生对非遗的情感态度与行动意向正相关;非遗校园传播在大学生的认知层面上的传播效果最显著,想要在态度层面引起质的改变仍较为困难。由此,从传播主体、传播内容、传播渠道、传播受众四个方面总结非遗校园传播的经验与方法。

Traditional modes of promoting intangible cultural heritage(ICH)on a global scale are facing challenges due to evolving value orientations.Schools have thus become the ideal avenue for promoting ICH.Therefore,this article focuses on the promotion path of ICH in school campuses,taking Luo Jing’s Cross-Stitch,an intangible cultural heritage item in Shanghai,being introduced into Donghua University,as a case study.The study establishes evaluation dimensions for assessing the effectiveness of ICH promotion in school campuses,including cognition,attitude and behavior.Empirical research is conducted through questionnaire surveys.The results indicate that there is a positive correlation between college students’level of awareness and emotional attitude towards ICH,as well as a positive correlation between their emotional attitude and behavioral intention.The promotion of ICH in school campuses has the most significant impact on college students’cognitive level,while bringing about qualitative changes in attitude remains a hard job.Based on the above findings,the article summarizes the experiences and approaches to ICH promotion in school campuses from four aspects:communication subjects,communication contents,communication channels,and communication audience.