新媒体时代妈祖文化传播要素的嬗变  

Evolution of Communication Elements of Mazu Culture in the New Media Era

作　　者：许元振[1] 

机构地区：[1]莆田学院汉语言文学系,福建莆田351100

出　　处：《鸡西大学学报（综合版）》2013年第7期148-149,共2页JOurnal of Jixi University:comprehensive Edition

基　　金：福建省高校服务海西项目;编号: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。相应地,新媒体背景下妈祖文化的传播也呈现出传播要素的嬗变。一是传播者的身份多元化;二是传播内容的微化与日常生活化;三是受众的个体化;四是传播方式的垂直化、互动性与虚拟性。这些新特征,既是新媒体传播的优势,也是其局限性所在。Compared with the traditional media, the new form of media has transformed dramatically. To adapt to the new media , the evolution of communication elements of Mazn Culture must be implemented. Firstly, the identity of transmitter has been diversified. Secondly, the communication contents have been micronized and innovated. Thirdly, the audiences of new media have been individualized. Fourthly, the communication ways are vertical, interactive and virtual. These new features can be taken as both the advantages and disadvantages of the new media forms.

关 键 词：妈祖文化 传播 新媒体 要素 嬗变 

分 类 号：G206.3[文化科学—传播学]