摘要
社会化媒体语境下,中国传统文化的创造性转化与创新性发展面临机遇与挑战并存的局面。本文通过扎根理论对中国传统文化创新传播的相关文献、新闻和实践案例的访谈资料进行编码分析,构建了社会化媒体语境下中国传统文化品牌创新表达模型。研究发现,用户视角、技术赋能构成了传统文化创新表达的基础,新旧混搭、打破常规、碎片化生存构成了传统文化创新表达的策略,产消一体、社会化传播构成了传统文化创新表达的效果。该模型中的三个模块相互依存、彼此影响,共同构成了社会化媒体语境下传统文化品牌创新表达的逻辑闭环。三个模块之间应该建立一种三位一体的循环优化机制,从而促使传统文化创新表达具备稳固的基础、弹性灵活的策略组合以及即时精准的表达效果。
In the context of social media,the creative transformation and innovative development of Chinese traditional culture are faced with both opportunities and challenges.This paper constructs a model of innovative expression of Chinese traditional cultural brands in the context of social media by coding and analyzing interview data of relevant literature,news and practice cases of innovative communication of Chinese traditional culture through grounded theory.It is found that user perspective and technology empowerment constitute the foundation of innovative expression of traditional culture;mixing and matching old and new elements,breaking the routine and existing in a fragmented way are the main expression strategies of this model;integration of production and consumption and social communication present the communication effect of this model.The three modules in the model are interdependent and influence each other,and together constitute the logical closedloop of traditional culture innovative expression in the context of social media.Therefore,a cycle optimization mechanism of trinity should be established among these three modules.Thus,the innovative expression of traditional culture can only have a solid foundation,flexible strategy combination and instant and accurate expression effect.
作者
景琦
JING Qi(School of Journalism and Communication,Northwest University,Xi’an 710127,China)
出处
《西北大学学报（哲学社会科学版）》
北大核心
2023年第5期111-124,共14页
Journal of Northwest University：Philosophy and Social Sciences Edition
基金
陕西省哲学社会科学研究专项项目“社会化媒体时代西安传统文化品牌创新传播路径研究”(2022HZ1633)。
关键词
创新表达
扎根理论
中国传统文化
三位一体
社会化媒体
innovative expression
grounded theory
Chinese traditional culture
trinity
social media
