少数民族非遗影像的传播特征及策略调适——以藏族“唐卡绘画”为例  

The Image Communication Characteristics of Ethnic Minorities Intangible Cultural Heritage and Their Strategy Adaptation:Taking Thangka Painting of the Tibetan People as an Example

作　　者：唐英 黄娟 李正丽 Tang Ying;Huang Juan;Li Zhengli(Sichuan Film and Television University,Chengdu,611331,Sichuan,China)

机构地区：[1]四川电影电视学院,四川成都611331

出　　处：《民族学刊》2023年第9期145-152,168,共9页Journal of Ethnology

基　　金：2023年度四川省教育科研项目“数字时代公共教育传播”(36);2023年度成都市哲学社会科学重点基地“四川民族民俗文化研究中心”项目“少数民族非遗影像传播特征及策略调适研究”(MZMS2023015);2023年度重庆市非物质文化遗产研究中心项目:“数字技术对非物质文化遗产数字化整理、传承与互动传播的影响研究”(JD2023-Y001);“川渝地区非物质文化遗产保护二十年影像创作与传播研究”(JD2023-D001);“新时代背景下非物质文化遗产与乡村振兴的融合发展研究”(JD2023-Y011);2022年度教育部人文社会科学研究青年基金项目“成渝双城经济圈视域下四川电影高质量发展路径研究”(22YJC760043)阶段性成果。

摘　　要：全球化的传播场景,使民族文化的传播生态复杂化。此背景下少数民族非遗的影像传播成为一个重要与敏感交织的题域。作为一种强大的传播工具,影像能跨越文化与语言障碍,为非遗的传承和弘扬提供新的机遇。本研究以藏族的唐卡绘画为例,探讨少数民族非遗影像传播的特征及策略。阐述了少数民族非遗影像传播的地域性、历史性和共享性,受众群体的多元性和层次性,文化表达与身份认同的统一性及跨文化传播的差异性与互补性。分析了少数民族非遗影像传播内容的适当性欠缺导致内容失真和过度商业化、忽略受众结构的多样性导致传播策略精准、政策和法规的支撑性不足导致少数民族非遗影像传播的规范性弱、资金和技术的短缺影响少数民族非遗影像传播的质量和效果等方面的一些短板。提出了从源头上防范传播内容的失真、拓展和扩大受众面、强化政策和法规的支撑、加大资金和技术的投入等调适性的传播策略。In a globalized communication context,the communication ecosystem of ethnic cultures has demonstrated to be increasingly complex.Against such a backdrop,it is reasonable to infer that the image communication of ethnic minorities intangible cultural heritage(ICH)has become an important and potentially sensitive issue.It is generally accepted that images,as a kind of powerful communication tool,can overcome cultural and language barriers,and bring new opportunities for the inheritance and promotion of ICH.Taking the Thangka painting of the Tibetan people as an example,this study examines the characteristics and strategies of the image communication of ethnic minorities ICH;it aims to showcase the regions,history,and shareability of the image communication of the ICH,its diversity and structure of the audience,its unity of cultural expression and identity,and its difference and complementarity of cross-cultural communication.It also analyses the weaknesses of the image communication of the ICH with respect to content appropriateness,audience structure,policy and legal support,and financial and technological investment.On this basis,this study puts forward adaptive communication strategies.The image communication of ethnic minorities ICH has suffered from many problems:First,a lack of content appropriateness,i.e.fake content as well as excessive commercialization;second,ignorance of the diversity of the audience has been impeding a targeted implementation of communication policies;third,insufficient policy and legal support has been causing a lack of normative guidance in the image communication of ethnic minorities ICH;fourth,financial and technological shortfalls have been impacting the quality and effect of the image communication of the ICH.Taking the previous into consideration,this article concludes that in terms of policy adaptation of the image communication of ethnic minorities ICH,efforts should first be made to ensure true communication content from the source.To guarantee content appropriateness,communica

关 键 词：少数民族非遗 影像传播 唐卡绘画 

分 类 号：C957[社会学—民族学]