妈祖文化在新媒体传播中的内容形态转型策略  

The Strategy of Transformation on the Content Form of Mazu Culture in New Media Communication

作　　者：许元振[1] 帅志强[1] 

机构地区：[1]莆田学院汉语言文学系,福建莆田351100

出　　处：《莆田学院学报》2013年第1期7-12,共6页Journal of putian University

基　　金：福建省高校服务海西项目(2008HX01(1)-MZ1204)

摘　　要：与传统媒体相比,新媒体的媒体形态发生了巨大的转型。为了使妈祖文化的内容形态能够契合新媒体的媒体形态,必须对其实施由表及里的转型策略。一是表现形态的转型,即妈祖文化内容的数字化与网络化平移;二是内容本体的转型,即妈祖文化内容的微化与当代化创新。只有这样,才能充分发挥新媒体的传播优势,增强传播效果。Compared with the traditional media, the form of new media has transformated dramatically. To fit the new media forms, the strategy of transformation about content form of Mazu Culture must be implemented. Firstly, It is content display forms＇ transformation. In other words, it is digital and networked transformation of Mazu Culture＇s contents. Secondly, It is content body＇s transformation. That is to say, it is micronized and contemporary innovation of Mazu Culture＇s contents. Only in this way, can we give full play to advantages of the communication of new media, and enhance the communication effect.

关 键 词：妈祖文化 内容 新媒体 网络化 

分 类 号：B989.2[哲学宗教—宗教学] G206.2[文化科学—传播学]