摘要
乡村文化是广大乡民向好向善向上的精神食粮和创造美好幸福生活的价值标杆,具有教化民众、凝聚人心、安定社会的重大作用.随着经济社会发展特别是城市化加速推进,乡村文化日渐边缘化,其传承面临挑战.新媒体技术特别是移动短视频的出现,为乡村文化传播打开了一片新天地,为乡村文化传承找到了更多植入口和生长点.但有些地方的乡民对自身文化缺乏认同致使优秀乡村文化销匿,有些新媒体应用明显脱开了文化传承的轨道,有些乡村文化的精神内涵被舍弃蜕变成了纯仪式.由于没有构建相对稳定的长效机制,乡村文化传承人难以获得相对足够的执业信心,乡村文化保护与传承大多处于时热时冷的状态中.有效激发新媒体在乡村文化传承中的内在张力,尚需地方政府担当作为,发挥好领导、组织和保障作用.建议着力培养一批传承人,多措并举汇集各方人才,面向社会培育新人.激励乡贤引领文化自信,掀起乡村文化"现象级"传播,借强化传播优化传承.持续推进直播带货和文旅文创,在文化产业化发展中创新乡村文化传承新实践.
Abstract
Rural culture functions as a fundamental source of spiritual nourishment for the vast majority of villagers,inspiring them to-wards goodness,benevolence,and upward mobility,and also serves as a value benchmark for creating a happy and prosperous life.It plays a significant role in educating the rural populace,drawing close people's hearts and stabilizing the society.With the acceleration of economic and social development,especially the urbanization,rural culture is becoming increasingly marginalized,and its inherit-ance is facing challenges.The emergence of new media technologies,especially mobile short video,has opened up new horizons for the dissemination of rural culture,and provided multiple entry points and growth areas for the inheritance of rural cultural traditions.None-theless,in some places,rural residents'lack of identification with their own culture has led to the disappearance of valuable rural cul-tural elements.In certain instances,new media applications have apparently deviated from the trajectory of cultural heritage preserva-tion.Moreover,the spiritual essence of specific rural cultures has been discarded in some cases,causing its transformation into mere formality or ritual.Due to the absence of a relatively stable long-term mechanism,inheritors of rural culture find it difficult for them to gain sufficient professional confidence.The protection and inheritance of rural culture often oscillate between periods of enthusiasm and neglect.To effectively stimulate the intrinsic potential of new media in the inheritance of rural culture requires local governments to play an active role and exercise strong leadership,organizing functions,and providing necessary support.It is suggested that the gov-ernment focus on cultivating a batch of inheritors,taking multiple measures to gather talents from all sides,and nurturing new talents for society,that the government motivate local elites to take lead in building up cultural self-confidence,creating an upsurge of"phe-nomenal"dissemination of rural culture,optimizing the transmission by means of strengthening transmission,and that continuous efforts should be made to promote live-streaming sales and to innovate cultural tourism,thus fostering new practices in the development of ru-ral cultural industries.
维普
万方数据