新媒体视域下鲁绣的传播策略  

Dissemination strategy of Lu Embroidery from the perspective of new media

作　　者：王立彦 王楠 Wang Liyan;Wang Nan(Shandong Vocational University of Foreign Affairs,Weihai 264504,China)

机构地区：[1]山东外事职业大学,山东威海264504

出　　处：《纺织报告》2024年第6期36-38,共3页

基　　金：2023年度山东省传统文化与经济社会发展专项课题“新媒体视域下鲁绣的传播策略研究”(L2023C10190251)。

摘　　要：鲁绣是流行于山东地区的传统刺绣工艺,是中国“八大名绣”之一。随着新媒体技术的迅猛发展,鲁绣也面临着传播与推广方式的重大转变。因此,文章以新媒体时代为研究背景,梳理了非遗鲁绣的传播困境及原因,分析了鲁绣的传播机遇与挑战,并从多个方面提出了更好地继承和发展鲁绣文化的创新传播策略,旨在提高其文化影响力和市场竞争力。Lu Embroidery is a traditional embroidery technique popular in Shandong region and is one of the“eight famous embroideries”in China.With the rapid development of new media technology,Lu Embroidery is also facing significant changes in its dissemination and promotion methods.Therefore,this paper takes the new media era as the research background to sort out the dissemination difficulties and reasons of the intangible cultural heritage Lu Embroidery,analyze the dissemination opportunities and challenges of Lu Embroidery,and propose innovative dissemination strategies for better inheriting and developing Lu Embroidery from multiple aspects,thus enhancing its cultural influence and market competitiveness.

关 键 词：鲁绣 非物质文化遗产 新媒体 传播策略 

分 类 号：TS935.1[轻工技术与工程]