价值维度·现实限度·优化向度:短视频赋能中华优秀传统文化传播

Value Dimensions,Realistic Limits,and Optimization Directions:Short Videos Empower the Dissemination of Excellent Traditional Chinese Culture、

全媒体时代,短视频正成为深度影响人们生产和生活的新兴传播媒介。短视频融合了最新技术成果,能够吸纳聚合多元化的传播主体,创新创造丰富的传播内容,拓宽延展多样的传播渠道,吸引激发广泛的传播受众参与中华优秀传统文化的传播。然而,短视频低准入门槛和去中心化、个性化推荐和碎片语态、流量导向和娱乐化倾向等因素,也制约了中华优秀传统文化的传播效果。要充分释放短视频赋能中华优秀传统文化传播的巨大潜能,必须协同多元力量,重塑传播格局;优化算法技术,深耕传播内容;加强价值引导,净化传播生态;契合受众需求,提升传播效能。

In the era of omini-media,short video is becoming an emerging medium that deeply influences people’s production and life.Short videos integrate the latest technological achievements,enabling the dissemination of excellent traditional Chinese culture to absorb and aggregate diverse communication subjects,innovate and create rich communication content,broaden and expand diverse communication channels,attract and stimulate a wide range of communication audiences to participate.However,the factors such as low entry barriers for short videos,decentralization,personalized recommendations and fragmented voice,traffic orientation and entertainment tendency also pose certain constraints on the dissemination effect of excellent traditional Chinese culture.In order to fully unleash the huge potential of short videos to empower the dissemination of excellent traditional Chinese culture,it is vital to coordinate with diverse forces and reshape the dissemination pattern;optimize algorithm technology and deeply cultivate the dissemination of content;strengthen value guidance and purify the communication ecology;meet the needs of the audience and enhance communication efficiency.