媒介文化视域下非遗小镇品牌形象传播研究  

Research on the Dissemination of Brand Image of the Town Featuring Intangible Cultural Heritage from the Perspective of Media Culture

作　　者：游佳 YOU Jia(School of Art and Design,Yancheng Teachers University,Yancheng,Jiangsu,224007,China)

机构地区：[1]盐城师范学院美术与设计学院,江苏盐城224007

出　　处：《盐城师范学院学报(人文社会科学版)》2025年第1期109-115,共7页Journal of Yancheng Teachers University(Humanities & Social Sciences Edition)

摘　　要：非遗小镇是以非物质文化遗产为核心内容的特色小镇,在大力推进物质文明与精神文明协同发展过程中,非遗小镇能够为大众提供优质的乡土民情、文化风貌和情感体验。媒介文化视域下,非遗小镇品牌形象面临内容同质化、传播单一化等发展困境。通过精准定位打造非遗文化传播平台、整合资源构建多元立体的传播矩阵、内容创新传播具有非遗特色的品牌形象、技术引领促进非遗文化线上传播线下传承,能够为非遗小镇品牌形象传播提供创新路径与再生动力,最终助力非遗小镇品牌形象传播,推动非遗小镇走出地方,走向世界。The town featuring intangible cultural heritage is a characteristic cultural phenomenon.In promoting the coordinated development of material and spiritual civilizations,it gives access to local customs,cultural features,and emotional experiences.From the perspective of media culture,the brand image of towns featuring intangible cultural heritage faces developmental challenges such as content homogenization and single-channel for communication.By defining a clear niche to build a platform for disseminating intangible cultural heritage,we should integrate resources to construct a diverse and multi-dimensional communication system,innovating content,disseminating brand image with intangible cultural characteristics,and harnessing technology to promote online dissemination and offline inheritance of intangible cultural heritage,providing innovative paths and new momentum for the dissemination of the brand image of these towns,ultimately helping them transcend local boundaries and reach the world.

关 键 词：媒介文化 非遗小镇 品牌形象 

分 类 号：J06[艺术—艺术理论]