融媒體時代下中國傳統體育非遺文化傳播路徑研究

摘要：中國傳統體育非遺文化傳播路徑的創新發展是融媒體時代的必然要求，結合中國傳統體育非遺文化的歷史背景及傳播現狀，發現其傳播場域和傳播路徑限制、受眾層次單一。而融媒體的出現使得傳播渠道多樣化、傳播內容可視化、傳播內容大眾化。綜合考量融媒體發揮的作用，提出以下五項中國傳統體育非遺文化傳播路徑 ：重視傳播媒介，搭建文化傳播平臺；劃分不同階段，營造文化傳播空間；區分群眾差異，培育文化受眾群體；統籌資金，健全公共體育活動基礎設施；廣泛開展民間體育比賽，營造全新的文化傳播氛圍。

關鍵詞：融媒體中國傳統文化體育非遺文化文化傳播傳播創新；

中圖分類號：G812.47文獻標識碼：A

Research on the Communication Path of Chinese Traditional Sports Intangible Cultural Heritage in the Era of Integrated Media

Zhou Gaozhu

（College of physical education，Shaanxi University of Technology，Hanzhong，Shaanxi，723001，China）

Abstract： The innovative development of the transmission path of Chinese traditional sports intangible cultural heritage is the inevitable requirement of the era of media integration. Combining the historical background and current situation of the Chinese traditional sports intangible cultural heritage， we find that its transmission field and transmission path are limited and the audience level is single. The emergence of financial media has diversified communication channels， visualized communication content and popularized communication content. Considering the role played by the media， the following five innovative strategies for the cultural transmission path of Chinese traditional sports intangible cultural heritage are proposed： attach importance to the media and build a cultural communication platform; Divide different stages to create cultural communication space; Distinguish the mass differences and cultivate cultural audience groups; Plan funds and improve the infrastructure of public sports activities; Widely carry out folk sports competitions and create a new cultural dissemination atmosphere.

Key words： financial media Chinese traditional culture Sports intangible cultural heritage Cultural communication Communication innovation;

0引言

中國傳統體育非遺文化帶有鮮明的民族特點，既是歷史文化的外在表現，也是體育文化的重要組成。其強烈的地域性、民族性、傳承性以及健身性特征，使得體育非遺文化的種類十分豐富，如武術、摔跤、空竹、舞獅、太極等非遺文化，為國家文化提供了更有力的競爭，對于國家的總體文化開發和利用、對民族凝聚力的形成起到了重要作用[1]。近年來隨著時代的變化，國家逐漸將中國傳統體育非遺文化的傳播工作提上日程，有意識地擴大這些體育活動的傳播力度和廣度，但在具體實施過程中卻舉步維艱。而融媒體時代顧名思義就是利用各類媒體資源對信息進行全面整合的時代，通過信息交換實現內容交融、資源互通、宣傳共進?！?br>