新媒体时代乡村文化转化与创新传播:成效、问题与路径——以抖音短视频为例被引量：6

Transformation and Innovative Communication of Rural Culture in the New Media Era:Effectiveness,Problems,and Paths——Taking Tiktok Short Video as an Example

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摘要新媒体技术使乡村文化实现创造性转化和创新性传播。以抖音短视频平台粉丝量前20的新农人为研究对象,以参与式观察、实时视频作品互动追踪为研究方法,得出以短视频为代表的新媒体对乡村文化转化与创新传播的类型,包括对乡村仪式、农耕文化、乡村饮食文化及乡村传统工艺的转化与创新传播。抖音短视频对乡村文化转化与创新传播实践的成效包括乡村文化传播主题与内容多元化、构建乡村文化产业新链条、助力乡村振兴和乡村文旅产业融合发展。但是,当前乡村文化转化与创新传播还存在传播主体媒介能力有待提升、传播内容失衡和传播渠道单一的问题。对此,通过提高乡村文化传播主体的媒介能力、深度挖掘乡村文化要素和打造乡村文创IP,拓展乡村文化转化与创新传播的渠道等路径促进乡村文化创造性转化与创新性传播。 New media technology enables the creative transformation and innovative dissemination of rural culture.Taking the top 20 new farmers on the Tiktok short video platform as the research object,and using participatory observation and real-time video works interactive tracking as the research method,it is concluded the types that the new media represented by short videos on the transformation and innovative communication of rural culture,including rural rituals,farming culture,rural food culture and rural traditional crafts.The effect of Tiktok short video on rural cultural transformation and innovative communication practice includes the diversification of theme and content of rural cultural communication,the construction of a new chain of rural cultural industry,and the promotion of rural revitalization and the integrated development of rural cultural tourism industry.However,there are still some problems in the current transformation and innovative dissemination of rural culture,such as the need to improve the media capabilities of the dissemination subjects,imbalanced dissemination content,and single dissemination channels.In this regard,the creative transformation and innovative dissemination of rural culture can be promoted by improving the media capabilities of rural cultural dissemination entities,exploring rural cultural elements,creating rural cultural and creative IPs,and expanding the channels of rural cultural transformation and innovative dissemination.

作者巫月娥李春媚 WU Yuee;LI Chunmei(School of Business,Minnan Normal University,Zhangzhou 363000,Fujian Province,China)

机构地区闽南师范大学商学院

出处《沈阳农业大学学报（社会科学版）》 2023年第2期234-240,共7页 Journal of Shenyang Agricultural University(Social Sciences Edition)

基金福建省高校以马克思主义为指导的哲学社会科学学科基础理论研究项目(JSZM2021050)

关键词新媒体乡村文化乡村文化振兴文化传播短视频 new media rural culture rural cultural revitalization cultural dissemination short video

分类号 G206.3 [文化科学—传播学] G249.23 [文化科学]

作者简介第一作者:巫月娥(1981-),女,闽南师范大学副教授,硕士,从事文化产业创新与品牌管理研究。