摘要
聚焦于新媒体时代,以斯图亚特·霍尔的文化表征理论为支撑,深入探究和田玉的视觉传播价值与路径。剖析了文化表征理论内涵,结合和田玉所承载的深厚文化底蕴、独特艺术价值,揭示其在新媒体视觉传播平台上所展现的多元价值,包括文化传承价值、身份认同构建价值以及审美与情感传递价值。探索了新媒体时代和田玉视觉传播路径和优化策略,通过各类新媒体传播方式,和田玉逐渐突破了地域和文化的限制,实现了广泛传播。研究表明,和田玉视觉传播不仅能增强文化传播的广度和深度,还能实现商业价值与文化价值的双赢,为中华传统文化的传承与创新注入新动力。
Focusing on the new media era,supported by Stuart Hall's cultural representation theory,this paper explores the visual communication values and paths of Hetian jade in depth,analyzes the connotation of cultural representation theory,and combines the profound cultural heritage and unique artistic value carried by Hetian jade to reveal its diverse values on the new media visual communication platforms,including cultural inheritance value,identity construction value and aesthetic and emotional transmission value.It explores the visual communication paths and optimization strategies for Hetian jade in the new media era.Through various new media communication methods,Hetian jade has gradually broken through geographical and cultural barriers and achieved widespread communication.The research shows that the visual communication of Hetian jade can not only enhance the breadth and depth of cultural communication,but also achieve a win-win situation between commercial value and cultural value,injecting new impetus into the inheritance and innovation of Chinese traditional culture.
作者
徐丹
梁熙蕾
XU Dan;LIANG Xilei(School of Journalism and Communication,Kashi University,Kashi 844000,Xinjiang,China)
出处
《上海包装》
2025年第6期149-152,共4页
Shanghai Packaging
基金
喀什大学昆仑文化研究院一般项目“玉石之路与昆仑文化关系研究”(KDKL2404)。
关键词
和田玉
视觉传播
文化表征理论
文化传承
Hetian jade
visual communication
cultural representation theory
cultural inheritance
作者简介
徐丹,女,硕士,助教,研究方向为新闻传播。
