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新媒体环境下非物质文化遗产传播研究 ——以肉连响为例

Research on the Communication of Intangible Cultural Heritage in New Media Environment ——Take the Meat Lianxiang as an Example

Leisure Sports and Health / 2021,1(2): 81-86 / 2021-09-09 3212 510

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• Authors: 黄莹      万利     
• Information:

  湖北民族大学体育学院，湖北恩施

• Keywords: 新媒体；非物质文化遗产；肉连响；短视频平台
• New media; Intangible cultural heritage; Meat even ring; Short Video Platform
• Abstract: 非物质文化遗产作为中华民族优秀传统文化，是五千年华夏文明的记忆、见证与活态基因。通过文献资料、个案分析、SWOT等方法研究发现：以肉连响为代表的体育类非物质文化遗产以新媒体传媒方式为主，在青年人群中取得明显传播效益，但存在着制作参差不齐、分类相对混乱以及知识产权保护体系的不健全等现象掣肘非物质文化遗产的高质量传播。建议：加强政府主导、建立联动机制；明确非分类、提高视频质量，加大宣传力度、完善政策法规，通过加强产权保护，推动非物质文化遗产在新媒体环境下的活态传承。
• As the excellent traditional culture of the Chinese nation, the intangible cultural heritage is the memory, witness and living gene of the five thousand years of Chinese civilization.Through literature review, case analysis and the SWOT methods study found: represented by meat even ring sports non-material cultural heritage is given priority to with new media media way, apparently spread benefits in young people, but there is uneven, classification, relative chaos and the phenomenon such as intellectual property rights protection system is not sound grip the quality spread of non-material cultural heritage.Suggestions: strengthen government leading, establish linkage mechanism;By clarifying non-classification, improving video quality, intensifying publicity, improving policies and regulations, and strengthening property rights protection, we will promote the living inheritance of intangible cultural heritage in the new media environment.
• DOI: http://doi.org/10.35534/lsh.0102016
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