互动仪式链视域下文物文化价值传播力提升策略

Promotion Strategy of Cultural Relics and Cultural ValuePropagation from the Perspective of Interactive Ritual Chain

在数智时代,社交媒体为文物文化价值传播提供了新的路径和机遇,实现了文物信息传播的多元演绎。当前国内外社交媒体在文物文化价值传播过程中存在文化内容深度重视不足、粉丝互动参与度不高、缺乏整体性规划等问题。基于此,在互动仪式链理论视域下,从认知层面构建互动情境,激发成员归属感;从情感层面加强内容系统性,激发情感共振点;从行为层面推动传播行为持续深化,构建群体价值标准,进而形成完整的“认知-情感-行为”逐步递进的文物文化价值传播力提升策略。

In the era of digital intelligence,social media provides new paths and opportunities for the dissemination of cultural values of cultural relics,realizing the diversified interpretation of cultural information dissemination.At present,there are problems such as insufficient emphasis on cultural content depth,low fan interaction participation,and lack of overall planning in the process of cultural value dissemination of cultural relics at home and abroad on social media.Based on this,from the perspective of the theory of interactive ritual chain,an interactive situation is constructed from the cognitive level to stimulate members’sense of belonging;the content system is strengthened from the emotional level to stimulate emotional resonance points;and the dissemination behavior is promoted from the behavioral level to deepen the construction of group value standards,thereby forming a complete strategy of gradually improving the dissemination power of cultural value of cultural relics by means of“cognition-emotion-behavior”.