论媒体融合视野下古代文学的跨媒介传播

On Cross-media Communication of Chinese Ancient Literature from the Perspective of Media Convergence

进入二十一世纪以来,媒体融合趋势日益加深,信息科学与媒介技术极大地改变了古代文学和传统文化的传播途径。在全球化的信息社会中,人文科学研究者和文化产业实践者应当积极调整自身的知识和能力结构,抓住"中国梦"走向世界的大好机遇,充分挖掘传统文本中的经典元素进行创造性改编,通过各种跨媒介平台生产优质的综合性媒体艺术产品,并积极探索国际市场运作方式进行整合营销,更好地实现中国古代文学与传统文化的全球传播与世界性发展。

Since the beginning of the 21 st century,the trend of media convergence continues to rise. At the same time,the informatics and media technology have produced a significant impact on the transmission route of traditional culture and ancient literature. Researchers of humanities and practitioners of cultural industry should adjust their own structures of knowledge and ability to seize the opportunity of China Dream. They can make full use of the classical elements in the Chinese ancient literary works to produce creative hypermedia artistic works through a variety of cross-media platforms; meanwhile,they also can carry out integrated marketing strategies in the world cultural market to promote Chinese ancient literature so as to spread the Chinese traditional culture into the world.