摘要
大众传媒为传播文化提供了载体,能够通过多样的节目形式将优秀文化传播给受众。洛阳作为古都之一,虽然拥有许多优秀的文化,但是存在文化辨识度不高,文化传播不充分的问题,需要凭借大众传媒和数字技术将优秀传统文化呈现给受众,塑造出城市文化IP。通过媒体助力,将IP与文创产品联名,进行沉浸式线上线下文旅场景的打造,以此保持城市文化IP的活力。对大众传媒背景下如何成功打造洛阳城市文化IP进行分析,有助于找寻出其背后的规律和方法,能为研究城市文化IP提供可供参考的价值和意义。
Mass media provides a carrier for the dissemination of culture,and can spread excellent culture to the audience through various program forms.Luoyang,one of the ancient capitals,has many excellent cultures,but there are problems such as low cultural recognition and inadequate cultural communication.Therefore,it is necessary to present excellent traditional culture to the audience by mass media and digital technology,and create an urban cultural IP.Through the help of media,IP and cultural and creative products are jointly named to create immersive online travel scenes,so as to maintain the vitality of urban cultural IP.This paper analyzes how to successfully build Luoyang City cultural IP under the background of mass media,tries to find out the laws and methods behind it,and provides reference value and significance for the study of urban cultural IP.
作者
马梦鑫
MA Meng-xin(School of Communication and Communication,Guizhou Normal University,Guiyang 550025,China)
出处
《汉江师范学院学报》
2023年第5期53-57,共5页
Journal of Hanjiang Normal University
关键词
大众传媒
洛阳
数字技术
传统文化
城市文化IP
mass media
Luoyang
digital technology
traditional culture
urban culture IP
