摘要
当前新媒体发展迅速,其不受时空限制的信息传播优势、传者与受者边界的模糊、崭新的信息文本呈现都为弘扬传统文化带来了全新的契机。实践证明,弘扬传统文化应当借力新媒体,以取得良好传播效果。近年创办的"故宫淘宝"微博与微信公众号,一改往日故宫博物院的严肃形象,在信息呈现上按照时下新媒体受众的接受心理与接收喜好,创作出一系列风格独特、脍炙人口的宣传文本,寓庄于谐,活化了历史,在有效推广故宫文创产品的同时,创造性地传播了历史、传承了文化。
New media has developed rapidly at present. It has the advantages of information dissemination without limitation of time and space, blurring boundaries for communicators and recipients and presentation of new information text, all these bring great opportunities for the development of traditional culture in the new period. Forbidden City＇ s Taobao microblogging and We Chat public number has changed National Palace Museum＇ s serious image, creates a series of unique propaganda text, and thus effectively promotes the Forbidden City cultural creative products, and cultural inheritance.
出处
《福建商业高等专科学校学报》
2016年第5期82-89,共8页
Journal of Fujian Commercial College
关键词
新媒体
受众
信息
故宫淘宝
new media
audience
information
Forbidden City＇s Taobao
