我国基层公共数字文化服务新媒体联动机制研究

Research on the Linkage Mechanism of New Media in Grassroots Public Digital Cultural Service in China

在文化数字化与媒介融合背景下,新媒体平台已成为连接公共文化服务机构与基层群众的重要桥梁。文章通过数据搜集分析以公共图书馆为代表的基层文化服务机构新媒体平台建设现状与困境,并基于5W模式提出包含传播主体、传播内容、传播渠道、传播受众、传播效果五个维度的新媒体联动传播机制建设方案,建设含整合机制、激励机制、控制机制、保障机制与沟通机制在内的联动运营机制,以推动文化振兴下的社会化传承,实现文化数字化成果全民共建共享。

Under the background of cultural digitization and media integration,new media platforms have become an important bridge connecting public cultural service institutions and grassroots people.The article analyzes the current situation and dilemma of new media platform construction of grassroots cultural service institutions represented by public libraries through data collection,and proposes a program for the construction of new media linkage communication mechanism based on the 5W model,which includes five dimensions:communication subject,communication content,communication channel,communication audience and communication effect,and builds a linkage operation mechanism including integration mechanism,incentive mechanism,control mechanism,guarantee mechanism and communication mechanism,so as to promote social inheritance under cultural revitalization and realize the construction and sharing of cultural digital achievements for all.