摘要
新媒体平台为非物质文化遗产的传播提供了有力支撑,研究相关影响因素对传播策略的制定具有重要的参考价值。通过选取13个省级以上的非物质文化遗产保护中心微信公众号为样本,运用模糊集定性比较分析方法,从内容生产、平台建设、用户服务三个层面,以及专业文章数量、公众号建立时长、文章推送频率和菜单栏设置四个条件因素,对其传播效力的多重并发因素和因果复杂机制进行分析。结果表明:实现非物质文化遗产新媒体平台高传播力的三条组态,揭示了四个条件因素的不同组态可以产生多种高传播力路径。因此,可以从内容生产的专业化、复合化、创新化,平台建设的规范化、生态化和品牌化,以及用户服务的人性化和智能化等方面制定其传播力提升的策略。
The new media platform has provided strong support for the dissemination of intangible cultural heritage.The study of related factors has important reference value for formulating dissemination strategies.The 13 WeChat official accounts of the Intangible Cultural Heritage Protection Center were selected as samples,and the fuzzy-set qualitative comparison was used to analyze the multiple concurrent factors and causal complex mechanism of its dissemination effect in terms of the four condition factors,namely,the number of professional articles,the establishment time of the accounts,the frequency of pushing out article,and the menu bar,which fall into the three levels of content,platform construction,and service.The study has found three configuration paths to achieve high dissemination of new media platforms for intangible cultural heritage,and revealed that different configurations of the four condition factors can produce multiple high dissemination paths.Therefore,strategies can be formulated from the aspects of specialization,compounding,and innovation of content production;standardization,ecology,and brand building of platform construction;and humanization and intelligence of user services.
作者
孙传明
李浩
SUN Chuanming;LI Hao
出处
《湖北民族大学学报（哲学社会科学版）》
CSSCI
2020年第4期121-127,共7页
Journal of Hubei Minzu University：Philosophy and Social Sciences
基金
国家社会科学基金青年项目“少数民族非物质文化遗产数字化保护现状与对策研究”(15CMZ022)
国家语委重点项目“‘一带一路’战略下语言助推中华传统文化对外传播的路径研究”(ZDI135-56)。
作者简介
孙传明,华中师范大学国家文化产业研究中心副教授、博士(武汉430079);李浩,华中师范大学国家文化产业研究中心研究生(武汉430079)。
