中国区域物质文化遗产传播模式创新研究 ―以淄博传统琉璃工艺为例
Innovative Study on the Dissemination Model of Regional Material Cultural Heritage in China: A Case Study of Traditional Glass Craft in Zibo
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초록
非物质文化遗产的传播与传承是文化保护与发展的核心议题，同时也是实现文化多样性与可持续发展的重要途径。本研究以国家级非物质文化遗产“淄博琉璃”为研究对象，综合文化传播学与媒介研究的理论视角，系统梳理其传播模式的发展历程与现状，深入剖析其在内容生产、媒介协同、品牌构建与受众参与等方面存在的问题。在此基础上，本研究提出强化文化叙事表达、构建跨平台传播矩阵、优化视觉识别系统与激活青年共创机制四项创新路径，以期推动传统工艺类非遗的传播由“物的展览”向“文化共鸣”转型。研究认为，区域非遗传播模式的重构，不仅关涉文化遗产的活态传承，更关乎地方认同的重塑与国家文化软实力的提升，本研究对于非遗传播实践具有积极的现实指导意义。
Abstract
The dissemination and inheritance of intangible cultural heritage are at the core of cultural protection and development, and also important avenues for achieving cultural diversity and sustainable development. This study focuses on the national intangible cultural heritage Zibo Liuli, integrating theoretical perspectives from cultural communication studies and media research to systematically. Its development history and current status, and deeply analyzes its issues in content production, media collaboration, brand building and audience engagement. Based on this strengthening cultural narrative expression, building a cross-platform communication matrix, optimizing visual recognition systems and activating youth co-creation mechanisms, aiming to transform the dissemination of traditional craft heritage from "exhibitions" to "cultural resonance." Research suggests that the reconstruction of regional intangible cultural heritage communication models involves not only the dynamic inheritance of cultural heritage but also the reshaping of local identity and the enhancement of national cultural soft power. This study offers positive practical guidance for intangible heritage communication.