摘要
民俗文化是一种不断产生、演变、发展的活态文化,融媒体背景下,通过网络平台传播民俗文化对发挥其文化价值与社会功能、促进其活态传承发展具有重要现实意义。该文采用经典扎根方法,对访谈资料进行三级编码,提炼出影响民俗文化网络传播的主要因素。在此基础上,以马莱茨克传播模式的阐释思路,梳理各范畴之间的内在逻辑,构建民俗文化网络传播机制模型。研究表明,传播主体、信息内容、传播媒介、接受者和传播环境等主要因素相互作用影响民俗文化的网络传播,同时根据各主要因素之间的影响逻辑,针对性地提出民俗文化网络传播的策略,助力民俗文化传承发展。
Folk culture is a kind of living culture that keeps on generating,evolving and developing,and under the background of integrated media,the dissemination of folk culture through online platforms is of great practical significance in playing out its cultural value and social function,and in promoting its living inheritance and development.The paper adopts the classical rooting method,coding the interview data at three levels to distill the main factors affecting the online dissemination of folk culture.On this basis,the internal logic between the categories is sorted out and a model of folk culture network communication mechanism is constructed based on the interpretation of Maletzke's communication model.The study shows that the main factors such as communication subject,information content,communication media,receiver and communication environment interact with each other to influence the network communication of folk culture,and at the same time,according to the logic of the influence between the main factors to put forward the strategy of the network communication of folk culture in a targeted manner,to help the development of the inheritance of folk culture.
作者
孟令燕
张春梅
MENG Lingyan;ZHANG Chunmei(School of Marxism,Changchun University,Changchun Jilin,130022,China;School of Management,Changchun University,Changchun Jilin,130022,China)
出处
《文化创新比较研究》
2024年第32期42-47,共6页
Comparative Study of Cultural Innovation
基金
2023年吉林省高教科研重点课题“基于人工智能的中华优秀传统文化传承路径创新研究”(项目编号:JGJX2023B26)。
关键词
融媒体
民俗文化
网络传播机制
扎根理论
马莱茨克传播模式
传承发展
Integrated media
Folk culture
Network communication mechanism
Rooting theory
Maletzke communication model
Inheritance and development
作者简介
孟令燕(2000-),女,山东临沂人,硕士(研究生)在读。研究方向:中华优秀传统文化网络传播研究;通信作者:张春梅(1974-),女,吉林大安人,博士,副教授。研究方向:网络文化传播等研究。通信邮箱:yanqiukui@163.com。
