新媒体环境下的客家杂志传播策略探索——以《环球客家》为例  

Popularizing Strategy of Hakka Magazines in New Media Environment——a Case Study of Global Hakka

作　　者：邱美煊[1] 

机构地区：[1]龙岩学院,福建龙岩364000

出　　处：《龙岩学院学报》2016年第1期25-30,共6页Journal of Longyan University

基　　金：福建省教育厅科研项目"客家文化传播的趣味性探索"(JB12277S)

摘　　要：客家文化作为一种族群性文化,在新媒体环境下转变传播策略,加强趣味性做到有效传播是紧要任务。以《环球客家》为例,作为客家文化传播的载体,它在大众化传播中面临困境并成功转型,在从严肃到有趣的审美趣味转变;从严肃的官方语境到注重文艺的民间表达和雅俗共赏的品质追求等方面作出有益的尝试,同时在转型中也应注意内容与制作方面的问题。It is urgent for the Hakka culture, as a kind of clan culture, to alter its popularizing strategy in the new media environment so as to do effective spreading. The Global Hakka, as a spreading carrier of Hakka culture, has successfully transformed itself in the popular transmission. It has changed from a serious magazine to an interesting one and changed from focusing at serious official context to paying much attention to local arts. However, some problems concerning the content and production are also exposed in the process of transformation.

关 键 词：新媒体 《环球客家》 趣味性 传播策略 

分 类 号：G206.4[文化科学—传播学]