摘要
本文以三星堆文化IP近来的传播案例为例,借鉴拉斯韦尔5W模式理论和伯德·施密特的战略体验模块理论,采用文献研究法和案例分析法,探讨基于体验的传统文化IP传播策略,并分析传统文化IP传播中优化受众体验的注意事项,以期为传播传统文化IP、增强文化自信的实践活动提供一定的理论借鉴。研究认为,基于感官、情感、思考、行动、关联等体验,传统文化IP传播可采取如下策略:全方位地展现传统文化IP;在艺术作品中进行植入;通过话题互动、学术讨论等方式促使受众理解与讨论;通过巧妙的体验设计促使受众亲身参与;顺时随俗,跨界联名,深度融入受众的日常生活。同时,宜适当利用名人明星效应;注重信息的趣味性与互动性;尽量利用新媒体技术发展所带来的红利;进行受众细分并采取针对性策略;全面关注文化IP各个层面的传播状况。
Taking the recent communication case of Three-Star Mound cultural IP as an example,drawing on Lasswell’s 5W model theory and Bernd H.Schmitt’s strategic experience modules theory,this paper discusses the experience-based traditional cultural IP communication strategy by using the methods of literature research and case analysis,and analyzes the matters needing attention to optimize the audience experience in the traditional cultural IP communication,in order to spread the traditional cultural IP The practice of enhancing cultural self-confidence provides a certain theoretical reference.The research shows that based on sensory,emotional,thinking,action,relevance and other experiences,the following strategies can be adopted for the dissemination of traditional cultural IP:displaying traditional cultural IP in an all-round way;Implantation in works of art;Promote audience understanding and discussion through topic interaction and academic discussion;Promote the audience’s personal participation through ingenious experience design;Go with the times,cross-border co branding,and deeply integrate into the daily life of the audience.At the same time,we should make proper use of the celebrity effect;Pay attention to the interest and interaction of information;Make full use of the dividends brought by the development of new media technology;Subdivide the audience and adopt targeted strategies;Pay full attention to the communication of cultural IP at all levels.
出处
《北京文化创意》
2021年第4期29-34,共6页
Beijing Culture Creativity
基金
2020年度福建省教育厅中青年教师教育科研项目“文化自信视域下闽南文化的传播策略研究”(项目编号:JAS20500)阶段性成果
关键词
文化IP
体验
传播
三星堆
5W模式
cultural IP
experience
communication
Three-Star Mound
5W Mode
作者简介
何竞平,厦门大学嘉庚学院副教授,两岸语言应用与叙事文化研究中心成员,主要研究方向:传播学、广告学
