传播与劝服:影响文山三七文化传播扩展要素研究  

Dissemination and Persuasion:A Study on the Factors Influencing the Spread and Expansion of Wenshan Panax Notoginseng Culture

作　　者：黄加运 蒙良杰[1] 肖璐[1] HUANG Jiayun;MENG Liangjie;XIAO Lu(School of Humanities and Media,Wenshan University,Wenshan Yunnan 663099,China)

机构地区：[1]文山学院人文与传媒学院,云南文山663099

出　　处：《文山学院学报》2024年第5期33-39,72,共8页Journal of Wenshan University

基　　金：文山州社科联研究课题“传播与说服:影响文山三七文化扩展要素研究”。

摘　　要：文山三七文化是文山各族人民的智慧结晶,是发展文山三七产业的精神支柱。文山三七文化在传播范围、传播效果等方面,无法满足新时期文山三七产业的发展需求。文章应用霍夫兰的劝服理论分析文山三七文化传播现实困境,从说服者、说服信息、说服情景和说服对象四方面展开研究,并提出对策建议,一要提高传播者的权威和专业度;二要树立文化自信和充实传播内容;三要选准最佳传播时期,扩大传播渠道;四要精准受众定位,不断调整和修正《文山三七宣传方案》,让文山三七文化传播总体思路与时俱进,符合受众现实需求,进一步推动文山三七享誉世界、造福人民。Wenshan Panax notoginseng culture represents the collective wisdom of the various ethnic groups in Wenshan and serves as the spiritual pillar for the development of the Wenshan Panax notoginseng industry.The dissemination efforts,range and effectiveness of this culture in history are insufficient to meet the needs of the industry in the new period.This paper applies Hovland’s persuasion theory to analyze and study the challenges encountered in Wenshan pseudo-ginseng culture dissemination.It delves into four aspects:the persuaders,the content of persuasion,the scenarios of persuasion,and the targets of persuasion.It is suggested that Wenshan State Party Committee and government should face up to reality,honor the cultural heritage and its dissemination principles.First,improving the the credibility and expertise of communicators;Second,building cultural confidence to enrich the content of dissemination;Third,identifying the optimal timing for dissemination while expanding the channels;Fourth,accurately targeting the audience.Continuous adjustments and revisions of the“Wenshan Panax notoginseng Publicity Plan”are proposed to ensure that the dissemination strategies,objectives,and positioning of Panax notoginseng culture remain relevant and meet the current needs of the audience,further promoting the global renown and social benefits of the Wenshan Panax notoginseng industry.

关 键 词：传播与劝服 文山三七文化 传播扩展 千亿三七产业 

分 类 号：G127[文化科学]