新媒体视域下中国乡村文化对外传播策略研究——以云南民族村为例

Research on Overseas Publicity Strategies of Chinese Rural Culture from the Perspective of New Media-A Case Study of Yunnan Ethnic Village

乡村振兴背景下,我国乡村文化的建设和发展正快速推进,依托新媒体网络化时代化发展与文化全球化发展的大背景,乡村文化开始走进千家万户。以云南民族村为代表的乡村文旅景区正逐步向“新媒体+乡村文化”转型,当地古村落文化留存完整,文化资源丰富,旅游业等产业发展基础良好,还利用假期推出“安心‘云’上游”活动,展现民俗文化的独特风味。然而传播过程中仍然存在些许问题,包括推广传播形式单一,对外传播效果不显著,传播内容缺乏人文价值等。本文以云南民族村为例,通过个案研究分析乡村文化传播存在不足与发展潜力,在此基础上形成乡村文化在新时代下的对外传播策略。

In the context of rural revitalization,the construction and development of rural culture in China is advancing rapidly.Taking advantage of the development of the new media era and cultural globalization,rural culture has begun to enter thousands of people’s homes.The rural cultural tourism scenic spots represented by Yunnan Ethnic Village are gradually transforming to the pattern of“new media plus rural culture”.The local ancient village culture remains intact,the cultural resources are rich,and the development foundation of tourism and other industries have a sound foundation for development.It also makes use of the holiday to launch“virtual tourism”activities to show the unique flavor of folk culture.However,there are still some problems in the process of communication,including the single form of promotion and spread,the effect of overseas publicity is not significant,and the content lacks humanistic value.This paper takes Yunnan Ethnic Village as an example to analyze the shortcomings and development potential of Chinese rural culture publicity through a case study and works out the strategies for overseas publicity of rural culture in the new era on this basis.