数字时代传统文化IP的年轻化传播策略——以秦始皇帝陵博物院为例  

作　　者：何竞平 

机构地区：[1]厦门大学嘉庚学院人文与传播学院 [2]厦门大学两岸语言应用与叙事文化研究中心

出　　处：《北京文化创意》2023年第2期85-90,共6页Beijing Culture Creativity

摘　　要：面向年轻群体的传统文化IP传播行为是中华优秀传统文化传承发展的关键一环。数字时代的传统文化IP要进行有效的年轻化传播,需在传播主体、传播媒介、传播时机与传播内容等四个方面,均采取得当的策略。在传播主体方面,可寻求外部渠道扩大传播阵容。具体而言,可采取跨界合作、邀请年轻群体主动参与文化传播等路径。在传播媒介方面,宜具体情况具体分析,进行以网络媒体为主的多元选择,以形成强大的传播合力。在传播时机方面,需及时抓住机遇充分借势。适合利用的契机包括重大政治、经济、社会、文化事件发生的节点,以及重要节日等。在传播内容方面,应契合受众需求出品内容。一般而言,互动性高、实用性强、个性鲜明、有趣有梗、富有内涵的内容,更容易在年轻受众中得到广泛、主动的传播。Communication for young people is a key link in the inheritance and development of Chinese excellent traditional culture.In order to carry out effective young dissemination of traditional culture IP in the digital era,appropriate strategies should be taken in four aspects:the main body,the media,the timing and the content of the dissemination.In terms of the main body of the dissemination,foreign assistance can be sought to expand the spread lineup.Specifically,cross-border cooperation and the invitation of young people to actively participate in cultural communication can be taken.In terms of communication media,it is advisable to analyze the specific situation and make multiple choices based on network media to form a strong communication force.In terms of communication opportunity,we need to seize the opportunity and take full advantage of it.Opportunities suitable for use include the occasion of major political,economic,social and cultural events and important festivals.In terms of communication content,the content should be produced according to the needs of the audience.Generally speaking,content with high interactivity,strong practicality,distinctive personality,interesting and meaningful content is easier to be widely and actively disseminated by young audiences.

关 键 词：传统文化 年轻化 传播 数字时代 秦始皇帝陵 

分 类 号：G63[文化科学—教育学]