短视频时代中华优秀传统文化传播的困境及路径

The Dilemma and Path of Spreading Excellent Traditional Chinese Culture in the Short Video Era

Web 2.0时代,新媒体、新技术重塑了大众的沟通交流方式,网络短视频凭借着轻松搞笑的情节以及符合人们观看需求的碎片化的表达,在互联网技术的加持下逐步展现出了强大的媒介生命力。中华优秀传统文化源自于中华民族五千多年来所沉淀出的精神智慧。十八大后,政府强烈呼吁推动中华传统文化的传承与发扬,并从政府层面给予大力支持。新媒体环境下,短视频平台上有大量中国传统文化的相关信息在实时地传播。虽然短视频在传播中华传统优秀文化中有传播高速、高效等优势,但在传播过程中也存在一些问题和不足。因此,本文旨在分析网络短视频在传播传统文化过程中的特征及其效果,聚焦短视频传播过程中现存的问题和不足,探析具有可能性的针对建议。

In the era of Web 2.0, new media and new technologies have reshaped the way of communication among the public. With the light and funny plot and the fragmentation expression that meets people’s viewing needs, short online videos have gradually shown strong media vitality under the blessing of Internet technology. The excellent traditional Chinese culture originates from the spiritual wisdom accumulated by the Chinese nation over the past 5000 years. After the 18th National Congress, the government strongly called for the promotion and inheritance of traditional Chinese culture, and provided strong support from the government level. In the new media environment, short video platforms have a large amount of information related to traditional Chinese culture being dissemi-nated in real time. Although short videos have advantages such as high speed and efficiency in dis-seminating traditional Chinese culture, there are some problems and shortcomings in the dissemi-nation process. Therefore, this article aims to analyze the characteristics and effects of online short videos in the dissemination of traditional culture, focus on the existing problems and shortcomings in the process of short video dissemination, and explore possible targeted suggestions.