商务传媒学院知识库

                                                     摘要
       凉州贤孝，作为一种扎根于甘肃武威地区的民间弹唱艺术，自然携带了其他文艺形式所不具备的、当地所独有的质朴草根性特质。正是这种源自于民间的质朴，最为真实直接地表达着普通民众特有的精神信仰和心理需求。随着人们生活水平的提高，娱乐形式也变得日渐多元化，给凉州贤孝的生存和发展带来巨大挑战。同时，城市化进程加快，不同文化间的不断渗透，海量的、碎片化信息不断充斥，发源于民间的非物质文化遗产——凉州贤孝也正经历着生存环境日益萎缩，被社会逐渐边缘化的窘境，这样的处境值得人们深思。
       本文通过对凉州贤孝进行溯源，对凉州贤孝有了整体的认识。通过实地调查，深入当地城乡地区，以半结构化访谈和问卷调查的形式获得数据信息，从传播者、传播内容、传播渠道、传播受众与传播效果这五方面来分析凉州贤孝的传播现状。基于凉州贤孝传播实践过程中实际所遇到的困境，提出新环境下凉州贤孝的应对之策。研究认为，凉州贤孝的传播路径还是要在保持内容“本真”的基础上创新表现形式；充分利用新媒体构建多元化传播渠道；加大人才培养力度；提升知名度，探索文化产业之路等多个角度出发，以此来提升凉州贤孝的传播广度，挖掘传播深度。只有让更多的人了解并接受凉州贤孝真正的价值内涵，才能改善凉州贤孝的发展困境，让其在新环境下焕发出新活力。
关键词：凉州贤孝 艺人 传播现状 传播策略

                                            Abstract
       Liangzhou Xianxiao, as a folk art of playing traditional musical instruments and singing rooted in Wuwei area of Gansu Province, naturallycarries the simple grassroots characteristics that other forms of literature andart do not have and the local unique. It is this kind of simplicity from the people that most truly and directly expresses the unique spiritual beliefs and psychological needs of ordinary people. With the improvement of people'sliving standards, entertainment forms have become increasingly diversified,which brings great challenges to the survival and development of Liangzhou Xianxiao. At the same time, with the acceleration of urbanization, the continuous infiltration of different cultures, and the continuous flooding of  massive and fragmented information, Liangzhou Xianxiao, the intangible cultural heritage originated from the folk, is also experiencing the dilemma of shrinking living environment and being gradually marginalized by the society,which is worth thinking deeply.
           Through tracing the origin of Liangzhou Xianxiao, this paper has an
overall understanding of Liangzhou Xianxiao. Then through the field survey,in-depth local urban and rural areas, in the form of semi-structured interview and questionnaire survey to obtain data information, from the communicator,communication content, communication channel, communication audience and communication effect of these five aspects to analyze the communication practice process. Based on the difficulties encountered in the practice of Liangzhou Xianxiao communication, this paper puts forward the Countermeasures of Liangzhou Xianxiao in the new environment. According to the research, the communication path of Liangzhou Xianxiao should be based on maintaining the "authenticity" of the content, innovating the form of expression, making full use of new media to build diversified communication channels, increasing the strength of personnel training, enhancing the popularity, exploring the road of cultural industry and other aspects, so as to improve the communication breadth and dig the depth of Liangzhou Xianxiao.Only by letting more people understand and accept the real value connotation
of Liangzhou Xianxiao, can we improve the development dilemma of
Liangzhou Xianxiao and make it glow with new vitality in the new
environment.
Key words:Liangzhou Xianxiao;Artistes;Situation;Communication strategy