摘要
数字技术的广泛渗透和社交媒体的全面普及使得“全民传播”时代加速到来,数字化传播已成为各行各业顺应时代发展的利器。非物质文化遗产亟须把握数字化传播机遇,充分利用数字技术以促进非遗健康、科学和高质量发展。文章围绕“非遗在数字经济时代如何实现传播方式数字化转型升级”这一主题,基于“内涵—价值—模式”的视角构建了非遗数字化传播的概念体系,分析了目前非遗数字化传播存在的现实困境,包括非遗数字化传播缺少新生代传承人、非遗数字化传播欠缺标准和规范、非遗数字化传播内容片面同质化严重以及非遗数字化传播忽视受传者差异等。在此基础上提出非遗数字化传播的实现路径,包括建立完善的非遗数字化传播标准体系、拓展以新媒体为支撑的非遗数字化传播模式、加强非遗数字化传播中AI赋能的力度以及鼓励基于数字化创新的非遗数字化传播等。数字化传播是非遗在数字时代重现活力、绽放魅力的不二之选,需要在理论和实践层面同步推进。
The widespread penetration of digital technologies and the comprehensive popularity of social media have accelerated the era of"universal access to media communication",and digital communication has become a powerful tool for all industries to respond to the development of the times.ICH needs to seize the opportunity of digital communication and make full use of digital technology to promote the healthy,scientific and high-quality development.This article focuses on the theme of"how to achieve digital transformation and upgrading of ICH communication in the digital era".It constructs a conceptual system of digital communication of ICH based on the perspective of"connotation-value-model",and analyzes the current difficulties of digital communication of ICH,including the shortage of new inheritors of digital transformation,the lack of standards and norms in this regard,the one-sided homogenization of the content of digital transmission of ICH, and the neglect of the differences of the recipients of digital transmission of ICH. On the basis of this, this article proposes the ways to realize digital communication of ICH, including establishing a comprehensive stand-ard system for digital communication of ICH, expanding the digital communication mode of ICH supported by new media, strengthen-ing AI empowerment in digital communication of ICH, and encouraging digital communication of ICH based on digital innovation. Di-gital dissemination is the best choice for ICH to revive and blossom in the digital era, and it needs to be promoted simultaneously in theory and practice.
作者
姚国章
姚崇兵
YAO Guo-zhang;YAO Chong-bing(School of Management,Nanjing University of Posts and Telecommunications,Nanjing,Jiangsu,210003,China;Institute of Digital Economy,Nanjing University of Posts and Telecommunications,Nanjing,Jiangsu,210003,China)
出处
《西华大学学报（哲学社会科学版）》
2024年第6期88-97,共10页
Journal of Xihua University(Philosophy & Social Sciences)
基金
2023年度江苏省社科应用研究精品工程社会教育(社科普及)专项“江苏地方优秀传统文化新媒体普及成果案例研究”(项目编号:23SJA-01)
2020年度江苏省文化和旅游厅重点科研课题“非物质文化遗产数字化传播创新研究”(项目编号:20ZD03)
2021年度江苏高校哲学社会科学研究重大项目“江苏数字经济高质量发展研究”(项目编号:2021SJZDA018)。
关键词
非物质文化遗产
数字化传播
非遗数字化传播
数字文化
文化数字化
intangible cultural heritage
digital communication
digital communication of intangible cultural heritage
digital cul-ture
cultural digitalization
