新媒体视域下宋韵文化的数字化传播形式及策略研究

The Forms and Strategies for Digital Communications of Song Dynasty Culture from the Perspective of New Media

面对中华文明国际化传播的时代使命,跨文化数字化传播方式的变化逐渐成为近年来数字化技术应用传播学界的研究热点。本文借助数字化技术手段和传播学理论,从宋韵文化的传播现状出发,提出建构数字化宋韵文化资源库,利用现代人机交互技术、虚拟现实技术和全息投影技术等数字技术手段,推动宋韵文化的数字化转型,建立数字化平台,保护、传承、激活宋韵文化的方法路径。在现代新媒体环境下,创新传播方式,以中华优秀传统文化为基础,通过讲述独特的中国故事,提升国际社会对中国国家形象的认知度和美誉度。

In 2022 it was proposed by Zhejiang Province in The Implementation Plan for Sustaining Song Dynasty Culture that six key programs,namely,study on Song Dynasty culture,protection of heritage sites,digital display,brand establishment,integration of culture and tourism,and cultural communications,can effectively facilitate the protection,promotion,research and sustainability of Song Dynasty Culture.Referring to digital technologies and theories of communication studies,based on current challenges in the communications relating to Song Dynasty Culture,this paper makes an attempt to establish a logic framework for the communication path for Song Dynasty Culture,and explores relevant digital communication path to promote international communications about Song Dynasty Culture,so as to promote the development of Song Dynasty Culture-based industries.Detailed strategies are proposed to develop a Song Dynasty Culture-themed database,which should be combined with digital communication,modern human-machine interaction technologies,virtual reality technologies and holographic projection technologies,so as to promote the digitalization of Song Dynasty Culture and establish a digital platform to protect,sustain and activate Song Dynasty Culture.Specific digitalization is carried out for specific features of Song Dynasty Culture to establish a complete digitalization system and build a model for communication and development.Digital communication of Song Dynasty Culture involves two key components.Firstly,it extracts symbols from and represents the content of fine traditional Chinese culture.Secondly,it involves visual interpretations of traditional Chinese culture based on modern aesthetic views.In the context of modern new media,through innovative communication methods,Song Dynasty Culture is expressed in modern forms in international communications to spread Chinese culture based on traditional Chinese culture.The image of China can be improved in the international community by telling unique stories about China.