摘要
良渚古城遗址是实证中华五千年文明史的圣地,然而,大多人对良渚文化的认知尚停留在浅层,目前良渚文化的传播仍较缺乏具有系统性与针对性的以受众视角为切入点的研究。文章将通过实地调研、问卷调查和访谈等方法探索,对良渚文化的传播渠道及目标受众进行分析和总结,以丰富受众视角下的良渚文化传播的研究。研究发现良渚文化的传播渠道多样化,包括但不限于线上媒体、社交网络和实地推广等方式。此外,通过分析目标受众的需求,从“认知–态度–行为”三个层面分析良渚文化的传播效益,进而提出了关于提升良渚文化传播效益的建议与启示,以期进一步扩大良渚文化的影响力,让良渚文化在传播过程中真正达到深入人心的效果。
Liangzhu ancient city site is a sacred place that proves the history of Chinese civilisation for 5000 years, however, most people’s knowledge of Liangzhu culture is still shallow. The dissemination of the Liangzhu culture currently still lacks systematic and targeted research that approaches from the perspective of the audience. The article will explore, through methods such as field research, surveys, and interviews, to analyze and summarize the channels of dissemination and the target audiences of the Liangzhu culture, aiming to enrich the research on the dissemination of the Liangzhu culture from the audience’s perspective. The research finds that the dissemination channels of the Liangzhu culture are diverse, including but not limited to online media, social networks, and on-site promotions. Furthermore, by analyzing the needs of the target audiences, from the dimensions of “cognition-attitude-behavior”, the study examines the effectiveness of the dissemination of the Liangzhu culture and then proposes suggestions and insights on enhancing the effectiveness of the dissemination of the Liangzhu culture. This is with the hope of further expanding the influence of the Liangzhu culture and achieving a profound impact on the hearts of people in the process of its dissemination.
出处
《社会科学前沿》
2024年第7期734-743,共10页
Advances in Social Sciences