全媒体环境下民俗文化对外传播研究  

Research on the External Communication of Folk Culture in an All Media Environment

作　　者：王木子 WANG Muzi(Foreign Languages Department,Communication University of China,Nanjing,Nanjing Jiangsu,211172,China)

机构地区：[1]南京传媒学院大学外语部,江苏南京211172

出　　处：《文化创新比较研究》2025年第2期59-62,102,共5页Comparative Study of Cultural Innovation

基　　金：2024年度江苏省社科应用研究精品工程外语类课题“对外传播中的长江文化形象话语建构——以China Daily为例”(项目编号:24SWC-86)。

摘　　要：中国民俗文化是中华文化的重要组成部分,拥有中华民族独特的魅力,因为民俗文化的特殊性,使得其在传承传播中存在不小难度。近年来,随着我国对民俗文化保护重视程度的逐步提升,民俗文化传播途径得到不断创新优化。全媒体时代,给我国民俗文化对外传播带来了诸多新的机遇和挑战,有必要对其传播路径进行研究分析。该文从我国民俗文化的内涵特征入手,梳理了民俗文化的对外传播价值,分析了民俗文化对外传播面临的主要困境,并提出传播路径:推进民俗文化的对话式传播,推进民俗文化品牌化传播,推进民俗文化智能化对外传播。通过这些路径的应用实践,提升民俗文化对外传播影响力,以期助力民俗文化对外传播,让中国故事在全球范围内赢得更广泛的共鸣与认同。Chinese folk culture is an important component of Chinese culture,possessing the unique charm of the Chinese nation.Due to the particularity of folk culture,there are considerable difficulties in its inheritance and dissemination.In recent years,with the gradual increase in the importance of protecting folk culture in China,the dissemination channels of folk culture have been continuously innovated and optimized.In the era of all media,it has brought many new opportunities and challenges to the external dissemination of Chinese folk culture,and it is necessary to study and analyze its dissemination path.This article starts with the connotation and characteristics of Chinese folk culture,sorts out the value of folk culture in external communication,analyzes the main difficulties faced by folk culture in external communication,and proposes communication paths:promoting dialogue based communication of folk culture,promoting branding communication of folk culture,and promoting intelligent external communication of folk culture.Through the practical application of these paths,the influence of folk culture on external dissemination can be enhanced.It aims to help promote the dissemination of folk culture and enable Chinese stories to gain broader resonance and recognition on a global scale.

关 键 词：全媒体 民俗文化 对外传播 传承 品牌 数字技术 

分 类 号：G206[文化科学—传播学]