摘要
新媒体时代,通过短视频的传播,非物质文化遗产受到越来越多公众的关注,但在传播过程中却面临一系列挑战。文章以湖南省益阳市为例,从“5W”传播模式出发,对抖音、快手平台上益阳非遗短视频的传播现状进行调查,分析其在传播过程中存在的问题,借鉴优秀案例的成功经验,总结提出优化策略,打造小郁竹艺、明油纸伞等地方特色非遗品牌,助推地域文化与非遗文化的长足发展,以期能为其他地区提供参考。
In the era of newmedia,intangible cultural heritage is receiving increasing public attention through the dissemination of short videos,but it also faces a series of challenges in the dissemination process.Taking Yiyang City in Hunan Province as an example,this paper,starting fromthe“5W”communication mode,investigates the current situation of the communication of short videos of intangible cultural heritage in Yiyang on the Tiktok and Kwai platforms,analyzes the problems existing in the communication process,draws on the successful experience of excellent cases,summarizes and proposes optimization strategies,builds local characteristic intangible cultural heritage brands such as Xiaoyu bamboo art and tung oil paper umbrella,and promotes the rapid development of regional culture and intangible cultural heritage culture,so as to provide reference for other regions.
作者
杨恩东
谢文杰
YANG En-dong;XIE Wen-jie(College of Humanities,Hunan City University,Yiyang 413000,China)
出处
《遵义师范学院学报》
2023年第5期33-37,共5页
Journal of Zunyi Normal University
基金
2023年度益阳市哲学社会科学青年重点课题“益阳地区非遗短视频传播现状与策略研究”(2023YS004)。
关键词
益阳非遗
短视频
5W
Yiyang intangible cultural heritage
short video
5W
作者简介
杨恩东,女,湖南岳阳人,湖南城市学院人文学院教师,硕士。研究方向:传播与文化。
