少数民族非遗影像的传播特征及策略调适——以藏族“唐卡绘画”为例

The Image Communication Characteristics of Ethnic Minorities Intangible Cultural Heritage and Their Strategy Adaptation:Taking Thangka Painting of the Tibetan People as an Example

全球化的传播场景,使民族文化的传播生态复杂化。此背景下少数民族非遗的影像传播成为一个重要与敏感交织的题域。作为一种强大的传播工具,影像能跨越文化与语言障碍,为非遗的传承和弘扬提供新的机遇。本研究以藏族的唐卡绘画为例,探讨少数民族非遗影像传播的特征及策略。阐述了少数民族非遗影像传播的地域性、历史性和共享性,受众群体的多元性和层次性,文化表达与身份认同的统一性及跨文化传播的差异性与互补性。分析了少数民族非遗影像传播内容的适当性欠缺导致内容失真和过度商业化、忽略受众结构的多样性导致传播策略精准、政策和法规的支撑性不足导致少数民族非遗影像传播的规范性弱、资金和技术的短缺影响少数民族非遗影像传播的质量和效果等方面的一些短板。提出了从源头上防范传播内容的失真、拓展和扩大受众面、强化政策和法规的支撑、加大资金和技术的投入等调适性的传播策略。

In a globalized communication context,the communication ecosystem of ethnic cultures has demonstrated to be increasingly complex.Against such a backdrop,it is reasonable to infer that the image communication of ethnic minorities intangible cultural heritage(ICH)has become an important and potentially sensitive issue.It is generally accepted that images,as a kind of powerful communication tool,can overcome cultural and language barriers,and bring new opportunities for the inheritance and promotion of ICH.Taking the Thangka painting of the Tibetan people as an example,this study examines the characteristics and strategies of the image communication of ethnic minorities ICH;it aims to showcase the regions,history,and shareability of the image communication of the ICH,its diversity and structure of the audience,its unity of cultural expression and identity,and its difference and complementarity of cross-cultural communication.It also analyses the weaknesses of the image communication of the ICH with respect to content appropriateness,audience structure,policy and legal support,and financial and technological investment.On this basis,this study puts forward adaptive communication strategies.The image communication of ethnic minorities ICH has suffered from many problems:First,a lack of content appropriateness,i.e.fake content as well as excessive commercialization;second,ignorance of the diversity of the audience has been impeding a targeted implementation of communication policies;third,insufficient policy and legal support has been causing a lack of normative guidance in the image communication of ethnic minorities ICH;fourth,financial and technological shortfalls have been impacting the quality and effect of the image communication of the ICH.Taking the previous into consideration,this article concludes that in terms of policy adaptation of the image communication of ethnic minorities ICH,efforts should first be made to ensure true communication content from the source.To guarantee content appropriateness,communication content should be subject to a standard-based review and evaluation.Before they are publicly disseminated,images of heritage assets ought to be reviewed by professional teams for content accuracy and cultural sensitivity.Then,one should expand the audience.It is necessary to develop and leverage various kinds of communication platforms,such as community activities,exhibitions,and cultural festivals,to communicate ICH to people of different ages and from various regions and cultural backgrounds.Third,it would be ideal if policy and legal support be strengthened.Efforts should indeed be made to establish and improve a norm system for the communication of ICH that aims at heritage protection and transmission while also considering commercial exploitation and social effects.Moreover,regulatory mechanisms,including regular examination,accountability,and punishment rules,are equally important.Past experience tells us that the image communication of ethnic minorities ICH cannot only rely on government supervision:Participation by all walks of life,especially the media and civil organizations,is also deemed significant.Fourth,it is highly desirable that financial and technological investment be increased:Special image communication funds should be established for the recording and production of ICH,training,equipment procurement,and promotion.Tax incentives and subsidies may be offered to encourage enterprises,civil organizations,and individuals to donate funds in support of image dissemination of ICH.Moreover,one should eagerly learn from tried-and-true methods of successful ICH image communication elsewhere.For example,one could introduce sophisticated image production equipment and software and train professionals to improve the image production quality and communication effects.