新媒体视角下扬州非遗文化发展状况与提升路径研究

Research on the Development Status and Improvement Path of Yangzhou Intangible Cultural Heritage from the Perspective of New Media

在新媒体时代,扬州非遗文化面临着前所未有的机遇和挑战。一方面,通过互联网、移动应用程序及各种社交软件等新媒体平台,可以将扬州非遗文化源远流长的历史和故事以多种形式展现,让更多的人了解到扬州深厚的文化底蕴;另一方面,新媒体平台也给人们探访景区、了解非遗文化带来一定的影响。因此,要在新媒体迅猛发展并深入影响到各行各业的时代背景下,助力扬州非遗文化产业的发展。文章调研了目前扬州非遗文化的发展现状,探究新媒体对非遗文化的宣传和传承带来的作用与影响,分析出扬州非遗文化目前面临的认同程度不高、宣传意识薄弱、队伍建设水平不足及内容失真等问题,提出为推动扬州非遗文化产业的发展提供了媒介融合、科技赋能、应用新媒体开发非遗资源、完善保障机制等切实可行的建议。

In the era of new media,Yangzhou faces unprecedented opportunities and challenges in promoting intangible cultural heritage.On the one hand,through new media platforms such as the internet,mobile applications,and various social media platforms,the long-standing history and stories of Yangzhou's intangible cultural heritage can be presented in various forms,allowing more people to understand Yangzhou's profound cultural heritage.On the other hand,new media platforms also have a certain impact on people's visits to scenic areas and understanding of intangible cultural heritage.Therefore,in the context of the rapid development of new media and its profound impact on various industries,we should assist in the development of Yangzhou's intangible cultural heritage industry.The article investigates the current development status of Yangzhou's intangible cultural heritage,studies the role and impact of new media on the promotion and inheritance of intangible cultural heritage,analyzes the problems faced by Yangzhou's intangible cultural heritage,such as low recognition level,weak publicity awareness,insufficient team building level,and distorted content,and proposes to provide media integration,technological empowerment,and the application of new media to develop intangible cultural heritage resources for promoting the development of Yangzhou's intangible cultural heritage industry practical and feasible suggestions such as improving the guarantee mechanism.