中国传统民间游戏的传播困境及创新策略——基于媒介环境视角

Dilemma of the Spread of Traditional Chinese Folk Games and TheirInnovative Strategies: from the Perspective of the Media Environment

从纸质媒介的式微到电子媒介、数字媒介的兴起,社会主导媒介的表达形式开始从文字符号向图像符号转变,形成了媒介环境的图像化趋势。从中国传统民间游戏的传播现状来看,其创造性转化与活态化传承有融入现代文化传播体系的必要性,也有融入现代文化市场体系的可能性。未来中国传统民间游戏想要突破现有传播困境,则要坚持以图像符号传播为核心、以数字媒介传播为主导、以大众文化传播为导向;通过传统民间游戏资源的资本化、产品化,打造文化产业链,最终实现中国传统民间游戏的活态化传承与创新性发展。

From the decline of paper media to the rise of electronic media and digital media,the expression form of socially dominant media has begun to change from text symbols to image symbols,forming a trend of image in the media environment.From the perspective of the current situation of the dissemination of traditional Chinese folk games,it is necessary to integrate their creative transformation and active inheritance into the modern cultural communication system,and there is also the possibility of integrating them into the modern cultural market system.In the future,if traditional Chinese folk games want to break through the existing communication dilemma,they should adhere to the image symbol communication as the core,the digital media communication as the leading,and the popular culture communication as the guidance.Through the capitalization and production of traditional folk game resources,we will build a cultural industry chain,and finally realize the living inheritance and innovative development of traditional Chinese folk games.