媒体融合视角下三江侗族IP文化传播路径研究  

Research on the Communication Path of Sanjiang Dong IP Culture from the Perspective of Media Convergence

作　　者：和欣垚 刘玲玲[1] 杨烽 郑思琪 HE Xinyao;LIU Lingling;YANG Feng;ZHENG Siqi(School of Art,Guilin University of Technology,Guilin,Guangxi,541004)

机构地区：[1]桂林理工大学艺术学院,广西桂林541004

出　　处：《湖南包装》2025年第2期183-186,共4页

基　　金：桂林理工大学雁山校区大学生创新训练项目(202310596630);创新创业教育理论与实践专项研究课题(GUT2024CY15)。

摘　　要：在媒体融合与多元化IP传播背景下,积极推广与传播三江侗族文化。梳理当前三江侗族文旅开发和传播现状,从跨界营销和新媒体传播两种途径进行分析,提出利用传统媒体与新兴媒体的多种融合方式,促进三江侗族文化传播,加快民族文化的媒体融合进程。通过相关IP设计案例验证媒体融合路径的有效性,并为构建三江侗族IP体系提供有力支撑。多种传播平台“深度融合”的创新发展思路为加快民族文化传播提供了新的路径。In the context of media convergence and diversified IP communication,the active promotion and dissemination of Sanjiang Dong culture is essential.By sorting out the current status of tourism development and communication of Sanjiang Dong,and analyzing from the perspectives of cross-border marketing and new media communication,this paper proposes to use a variety of integration methods of traditional and emerging media to promote the spread of Sanjiang Dong culture and accelerate the media convergence process of ethnic culture.The effectiveness of the media convergence path is verified through relevant IP design cases,providing strong support for the construction of the Sanjiang Dong IP system.The innovative development idea of“deep integration”of multiple communication platforms offers a new path for accelerating the spread of ethni c culture.

关 键 词：融媒体 三江侗族IP 文化传播 创新模式 

分 类 号：G206[文化科学—传播学]