B站“东坡热”现象对高校中华传统文化教育的启示

The Enlightenment of the Phenomenon of“Dongpo Fever”to the Education of Chinese Traditional Culture in Colleges and Universities

针对B站的“东坡热”现象,通过检索有关苏东坡的视频资源,筛选、分类整理出了“治愈”“吃货”“天才”“社交达人”等关键词。“东坡关键词”用网络热词的形式表达苏轼精神,是B站弘扬传统文化的成功范本,其成功之处在于充分了解大学生的心理需求,利用网络热词,拉近与大学生的距离,以轻松幽默的形式,使中华优秀传统文化真正走进大学生内心。不足之处在于网络营销具有快餐化、娱乐化倾向,使大学生对传统文化的认识流于肤浅,无法深入。据此,高校中华传统文化教育要建立在充分了解大学生心理需求的基础上,紧扣时代脉搏,贴近心灵;利用互联网与新媒体的便利,用学生喜闻乐见的方式弘扬传统文化,创新教育形式;利用专业学科优势,占领传统文化的网络宣传阵地,发挥其引领作用,以规约这些弊端。

In response to the phenomenon of“Dongpo fever”on Bilibili,by searching for video resources about Su Dongpo,we filtered and sorted out keywords such as“therapeutic”“fodie”“genius”and“social butterfly”.“Dongpo keywords”express the spirit of Su Shi in the form of internet buzzwords,which is a successful model for the Bilibili website to promote traditional culture,and its success lies in its full understanding of the psychological needs of colleges and universities students,the use of internet buzzwords to bring them closer to colleges and universities students,and the use of relaxed and humorous form to make the excellent traditional Chinese culture really enter the hearts of colleges and universities students.The shortcomings lie in the tendency of network marketing towards fast food and entertainment,which make colleges and universities students’knowledge of traditional culture of superficial and unable to go deeper.Therefore,Chinese traditional culture education in colleges and universities should be based on fully understanding the psychological needs of colleges and universities students,closely following the pulse of the times and close to the heart;make use of the convenience of the internet and new media to promote traditional culture in a way that is pleasing to students and innovate educational forms;take advantage of professional disciplines to occupy the online publicity position of traditional culture and play a leading role in order to regulate these drawbacks.