基于“场景”构建的文化遗产类节目意象生成与价值传递——以《非遗里的中国》为例  

Image Generation and Value Transmission of Cultural Heritage Programs Based on“Scene”:Taking“China in Intangible Cultural Heritage”as an Example

作　　者：徐静 杜兴远[3] XU Jing;DU Xing-yuan

机构地区：[1]华侨大学新闻与传播学院,福建厦门361021 [2]北京师范大学 [3]中国社会科学院大学新闻传播学院

出　　处：《华侨大学学报(哲学社会科学版)》2025年第1期128-137,共10页Journal of Huaqiao University(Philosophy & Social Sciences)

基　　金：华侨大学高层次人才科研启动费项目“社交媒体女性形象研究”(24SKBS007);广东省社会科学基金项目“一国两制背景下大陆媒体在粤港澳的“四力”现状评测与提升机制研究”(GD22CXW05)。

摘　　要：视觉转向的媒介传播生态赋能文化遗产类电视节目的“场景”构建,创新文化遗产内涵的再现方式,发挥连接受众民族情感与文化经验的桥梁作用。通过对中央广播电视总台节目《非遗里的中国》的视觉场景再现方式及其意象生成机制进行梳理发现,该节目通过多元文化符号的视觉组合、文化传承中的时空场景交融、生活情境中的仪式展演等多维场景来凸显文化价值,并通过民族意象、历史意象和时尚意象的再现与构建,激发文化归属、文化传承与文化实践的价值。因此,文化遗产类节目要实现在传统文化对象与受众之间的有效价值传递,需要从场景构建实践入手,通过观物取象、以点带面、以情入理视觉场景应用与组合,达到传递文化价值与实现美育的目标。The media communication ecology characterized by a visual turn endows the“scenes”in cultural heritage TV programs with the crucial role of re-presenting the essence of cultural heritage while serving as a bridge that connects the emotions and experiences of the audience.An analysis of the visual scene re-presentation methods and image-generating mechanisms of the program“China in Intangible Cultural Heritage”on the China Central Radio and TV reveals that the program accentuates cultural value through multidimensional scenes,including the visual combination of diverse cultural symbols,the integration of temporal and spatial scenes in cultural transmission,and the ritual performances in everyday settings.Moreover,the program re-creates and constructs ethnic,historical,and fashion images to stimulate cultural belonging,cultural inheritance,and cultural practice.Therefore,in order to achieve effective value transmission between traditional culture and the audiences,cultural heritage programs need to begin with scene construction practice,utilizing the application and combination of visual scenes through methods such as abstracting images from viewing,fanning out from point to area,integrating emotions into reasoning to achieve the goals of cultural value transmission and aesthetic education.

关 键 词：视觉场景 文化价值引导 《非遗里的中国》 文化遗产类综艺节目 

分 类 号：G206[文化科学—传播学]