新媒体语境下的乡村文化建设  

Rural Culture Construction in the Context of New Media

作　　者：张春艳[1] ZHANG Chunyan(Department of Emergency Management,Party School of the Jilin Provincial Committee of CPC(Jilin School of Administration),Changchun,Jilin 130012)

机构地区：[1]中共吉林省委党校(吉林省行政学院)应急管理教研部,吉林长春130012

出　　处：《长白学刊》2020年第4期140-146,共7页Changbai Journal

基　　金：全国地方党校重点调研项目“融媒体环境下乡村振兴的媒介推动力及传播策略研究”(2019dfdxkt025)。

摘　　要：乡村文化振兴是实施乡村振兴战略的重要内容。随着数字化浪潮的推进与媒介形态的更迭,在万物皆媒的传播格局中,乡村民众的媒介接触行为在一定程度上打破了乡村文化的封闭性。在乡村振兴的时代背景下探讨媒介对于乡村文化生活的意义,既要关注媒介的"呈现""连接"与"参与"作用,同时也应注意到媒介接触对乡村文化的冲击,在大众媒介营造的文化氛围中乡村文化逐渐趋同,影响着乡村文化的创造性及文化主体性。为此,应借助大众媒介之力,保护乡村文化特色并寻找其新的发展契机,从而健全乡村文化心理,在数字化的新媒体传播中建立乡村文化自信,进而推动乡村文化建设的深入发展。The revitalization of rural culture is an important part of the implementation of the strategy of rural vitalization.With the development of digital wave and the change of media form,the media contact behavior of the villagers has broken the closure of rural culture to a certain extent in the media communication pattern of all things.In the context of rural revitalization,to explore the significance of media for rural cultural life,we should not only pay attention to the"presentation","connection"and"participation"role of media,but also pay attention to the impact of media contact on rural culture.In the cultural atmosphere created by the mass media,rural culture gradually converges,affecting the creativity and cultural subjectivity of rural culture.Therefore,we should be with the help of mass media to protect the characteristics of rural culture and find new opportunities for its development,so as to improve the rural cultural psychology,establish rural cultural self-confidence in the digital new media communication,and further promote the indepth development of rural cultural construction.

关 键 词：媒介接触 乡村振兴 乡村文化 

分 类 号：G127[文化科学]