短视频与中国传统文化传播新路径

Short-Video and the New Communication Path of Chinese Traditional Culture

短视频作为互联网时代的新兴传播方式和话语叙事形态,为现代化包裹的中国人建构起一条寻唤民族记忆、回归中华传统的有效路径。探究中国传统文化的短视频传播现状发现,主流媒体和大众媒介联手构成了多元共存的传播路径,尤其通过对抖音短视频平台上有关中国传统文化的短视频内容的分类梳理找到了当下传统文化的短视频传播模式。但中国传统文化短视频传播中也存在诸如强教化、弱共鸣,质量良莠不齐,缺少创新和缺乏引导等问题,针对此类问题,应本着兼容并包、守正创新的原则积极建设中华优秀传统文化在“中国式现代化”语境下的优质传播体系。

As a new mode of communication and narrative form of discourse in the Internet era,short-video has constructed an ef-fective way for the modern Chinese people to seek national memory and return to the Chinese tradition.By probing into the present situ-ation of the short-video communication of Chinese traditional culture,the study finds that the mainstream media and the mass media form a multi-coexisting communication path,in particular,through short-video content classification from the Chinese Tiktok(Douyin)platform,the current short-video transmission mode of traditional culture is discovered.But problems and challenges are also existing in the short-video communication of Chinese traditional culture,such as strong education but weak resonance,uneven quality,lack of in-novation and lack of guidance,therefore,a high-quality communication system of Chinese traditional culture in the context of“Chinese modernization”should be actively established.