商务传媒学院知识库

  非物质文化遗产（以下简称“非遗”）作为中华优秀传统文化的有机组成部分，是各民族生存环境和生活形态的重要体现，蕴含了各民族在长期实践中积累的经验和智慧，也是各民族文化生生不息、不断传承发展与创新的重要资本。二十大以来，党和国家高度重视非遗的保护与传承，党的二十届三中全会提出：“完善文化遗产保护传承机制，构建适应全媒体生产传播工作机制和评价体系，推进主流媒体系统性变革”，为非遗在全媒体语境下传播提供了方向指引和实践启示。从传播格局来看，加强全媒体传播体系建设，塑造主流舆论新格局，是中国式现代化文化建设的重要组成部分，而非遗文化以其独特的民族性和区域性，构建科学有效的非遗文化传播体系，是新时代文化建设的重要内容。从现实环境来看，岷县作为拥有数量众多、极具地方特色非物质文化遗产的地区之一，其文化价值底蕴深厚，在我国特别是西部地区的非遗文化中具有鲜明的代表性，但目前对该地区非遗的保护与传播力度不容乐观，如何破解非遗传承“创造性改造和创新性发展”的现实困境，是一个亟待解决的学术议题和实践难题。因此，本研究以全媒体时代的传播语境为背景，以“四全媒体”构建为框架，以岷县非遗传播为案例，深入探究县域非遗传播的创新路径，对于扩大非物质文化遗产的影响力，加强保护传承、树立文化自信，都具有极其重要的时代价值和现实意义。

  本文将岷县非物质文化遗产作为研究对象，以岷县文旅局领导和工作人员、岷县国家级、省级、县级非遗传承人为访谈对象，选取岷县的世界级二郎山花儿、国家级宝卷、省级铜铝铸造技艺非物质文化遗产为研究样本，采取量化和质化相结合的研究方法，通过文献分析法、案例分析法、问卷调查法,并辅之以深度访谈法的质性研究, 信息可视化软件Citespace的量化研究，分别以“全媒体”、“非物质文化遗产传播”为关键词，并限定在新闻与传播学科中进行可视化分析非物质文化遗产的研究现状，对岷县非物质文化遗产的发展形态、保护方式、传承策略和传播路径进行研究。研究发现岷县非物质文化遗产在全媒体语境下存在传播渠道单一、专业人才匮乏、品牌建设滞后、传播效果有限的问题，针对研究发现的问题本文提出“重构全程媒体链条，推动数字化传播链条；突破全息技术壁垒，创新非遗生态氛围；激活全员参与动力，塑造“集群化”推广模式；量化全效评估体系，构建量化评估模型”等四条针对性策略，以期对岷县非遗在全媒体语境下的传播产生相应影响，促进其在现代社会的传承与发展，提升岷县非遗文化软实力的同时为其他非遗传播路径提供可行性实践借鉴。

关键词：全媒体 非物质文化遗产 传播 岷县

    Intangible cultural heritage (hereinafter referred to as "intangible cultural heritage"), as an integral part of China's excellent traditional culture, is an important embodiment of the living environment and lifestyle of various ethnic groups, containing the experience and wisdom accumulated by various ethnic groups in long-term practice, and is also an important capital for the continuous development, inheritance and innovation of various ethnic cultures. Since the 20th CPC National Congress, the Party and the state have attached great importance to the protection and inheritance of intangible cultural heritage. The Decision of the Third Plenary Session of the 20th CPC Central Committee proposed: "Improve the protection and inheritance mechanism of cultural heritage, build a working mechanism and evaluation system adapted to the production and communication of all media, and promote the systematic reform of mainstream media", which provides scientific guidance for the dissemination of intangible cultural heritage in the context of all media. Minxian County, as one of the regions with a large number of intangible cultural heritage with local characteristics, has a profound cultural value, but the protection and dissemination of intangible cultural heritage in the region is not optimistic at present. Strengthening the construction of the all-media communication system and shaping the new pattern of mainstream public opinion is an important part of the construction of Chinese-style modern culture. "Four all-media" provides a new path choice for the dissemination of intangible cultural heritage. Therefore, the study on the dissemination of intangible cultural heritage in Minxian County in the context of all-media is in line with people's ways of receiving information and fragmented reading habits under the rapid development of contemporary Internet, which is more conducive to expanding the influence of Minxian's intangible cultural heritage, and is of great significance for the inheritance and dissemination of intangible cultural heritage, expanding people's deep participation in the protection of intangible cultural heritage, and building cultural confidence.

    This paper takes the intangible cultural heritage of Minxian county as the research object, and takes Feng Xiaohu, deputy director of Minxian Cultural Tourism Bureau, Pu Ziju, non-genetic inheritor of provincial flower, Pei Luping, non-genetic inheritor of national treasure Scroll, Li Liqiang, non-genetic inheritor of county gray pottery, and Xu Fanglong, non-genetic inheritor of provincial copper and aluminum casting, as the interview objects. The world-class intangible cultural heritage of Erlangshan flowers and national and provincial intangible cultural heritage in Minxian County were selected as research samples. The research method combining quantitative and qualitative was adopted through literature analysis, case analysis, questionnaire survey, supplemented by qualitative research by in-depth interview, and quantitative research by information visualization software Citespace. With the keywords of "omnimedia" and "intangible cultural heritage communication", and limited to the discipline of journalism and communication, the research status of intangible cultural heritage is visually analyzed, and the development form, protection mode, inheritance strategy and communication path of Minxian intangible cultural heritage are studied. The study found that Minxian's intangible cultural heritage has such problems as single communication channel, lack of professional talents, lagging brand construction and limited communication effect in the all-media context. In view of the problems found in the study, this paper proposed to "reconstruct the entire media chain and promote the digital communication chain; Break through the holographic technology barrier and innovate the ecological atmosphere of intangible cultural heritage; Activate the motivation of full participation and shape the "cluster" promotion model; The four targeted strategies of "Quantifying the full effect evaluation system and building a quantitative evaluation model" are expected to have a profound impact on the dissemination of Minxian intangible cultural heritage in the all-media context, promote its inheritance and development in modern society, enhance the soft power of Minxian intangible cultural heritage, and provide feasible practical reference for other researches on the transmission path of intangible cultural heritage, and enrich the academic research value of intangible cultural heritage in the all-media context.

Key words: Omnimedia; Intangible cultural heritage; Spread; Minxian County