汉江龙舟节的现代传播研究
发布时间：2019-06-19 04:15
【摘要】：民俗节庆作为传统文化和地方文化的重要载体,在不断变化发展的传播环境中,不断的调整发展模式,以适应不断更新的传播方式和受众需求。陕西安康汉江龙舟节作为安康地区极具代表性的民俗活动,经过十余年的发展,现已成为全国知名的节庆品牌,利用现代传播方式,将传统民俗文化与地方文化相结合,开辟了一条独特的发展道路。本文追溯了汉江龙舟节的发展历史和文化内涵。重点探讨了汉江龙舟节的现代传播转型过程及其传播效果,分析了其传播主体、传播模式、传播内容方面的发展创新。论述了汉江龙舟节从群众自发组织到当地政府牵头承办,从群体传播到组织,从单一的体育竞技项目到多维度文化商业活动的过程及影响。在横向维度,汉江龙舟节被打造成为知名节庆品牌并发挥了其价值与功能,提升了地区影响力及当地政府形象。纵向维度,实现了民俗节庆的社会整合及传承文化功能。针对其在传播过程中存在的传播方式创新不足,内容单一等问题,提出了创新传播手段,提升宣传水平,重视受众习惯等方面的发展建议。汉江龙舟节的一系列传播和商业调整,为民俗节日的生存提供了借鉴意义,但其商业与文化结合的比重可能会淡化传统文化烙印。
[Abstract]:Folk festival, as an important carrier of traditional culture and local culture, constantly adjusts the development mode in the constantly changing and developing communication environment in order to adapt to the constantly updated communication mode and the needs of the audience. As a very representative folk activity in Ankang area, Longzhou Festival of Hanjiang River in Ankang, Shaanxi Province, has become a well-known festival brand in China after more than ten years of development. It has opened up a unique way of development by combining traditional folk culture with local culture by means of modern communication. This paper traces back to the development history and cultural connotation of Hanjiang Dragon Boat Festival. This paper mainly discusses the process of modern communication transformation and its communication effect of Longzhou Festival in Hanjiang River, and analyzes the development and innovation of its communication subject, communication mode and communication content. This paper discusses the process and influence of Hanjiang Dragon Boat Festival from the spontaneous organization of the masses to the local government, from the group spread to the organization, from a single sports event to the multi-dimensional cultural and commercial activities. In the horizontal dimension, Hanjiang Dragon Boat Festival has been built into a well-known festival brand and played its value and function, enhancing the influence of the region and the image of the local government. The vertical dimension realizes the social integration and inheriting cultural function of folk festival. In view of the problems existing in the process of communication, such as insufficient innovation and single content, this paper puts forward some suggestions for the development of innovative means of communication, improving the level of propaganda and paying attention to the habits of the audience. A series of dissemination and commercial adjustment of Hanjiang Dragon Boat Festival provide reference significance for the survival of folk festivals, but the proportion of the combination of commerce and culture may dilute the brand of traditional culture.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：K892.11;G206
，
本文编号：2502081
[Abstract]:Folk festival, as an important carrier of traditional culture and local culture, constantly adjusts the development mode in the constantly changing and developing communication environment in order to adapt to the constantly updated communication mode and the needs of the audience. As a very representative folk activity in Ankang area, Longzhou Festival of Hanjiang River in Ankang, Shaanxi Province, has become a well-known festival brand in China after more than ten years of development. It has opened up a unique way of development by combining traditional folk culture with local culture by means of modern communication. This paper traces back to the development history and cultural connotation of Hanjiang Dragon Boat Festival. This paper mainly discusses the process of modern communication transformation and its communication effect of Longzhou Festival in Hanjiang River, and analyzes the development and innovation of its communication subject, communication mode and communication content. This paper discusses the process and influence of Hanjiang Dragon Boat Festival from the spontaneous organization of the masses to the local government, from the group spread to the organization, from a single sports event to the multi-dimensional cultural and commercial activities. In the horizontal dimension, Hanjiang Dragon Boat Festival has been built into a well-known festival brand and played its value and function, enhancing the influence of the region and the image of the local government. The vertical dimension realizes the social integration and inheriting cultural function of folk festival. In view of the problems existing in the process of communication, such as insufficient innovation and single content, this paper puts forward some suggestions for the development of innovative means of communication, improving the level of propaganda and paying attention to the habits of the audience. A series of dissemination and commercial adjustment of Hanjiang Dragon Boat Festival provide reference significance for the survival of folk festivals, but the proportion of the combination of commerce and culture may dilute the brand of traditional culture.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：K892.11;G206
，
本文编号：2502081
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