摘要
妈祖文化的微信传播,在文化事业和文化产业“双轮驱动”下,呈现出新的传播形态。一方面,传播主体多元化与内容表现形态日趋多样化;另一方面,出现官媒的公益性传播与自媒体的商业化传播两个维度。公益性和商业化相辅相成,共同推动妈祖文化在移动新媒体的可持续性传播。
The WeChat dissemination of Mazu culture presents a new form of dissemination under the"two-wheel drive"of cultural undertakings and cultural industries.On the one hand,the diversification of communication subjects and the increasingly diversifed forms of content expression;on the other hand,there are two dimensions of public welfare communication by official media and commercial communication by self-media.Public welfare and commercialization complement each other and jointly promote the sustainable spread of Mazu culture in new mobile media.
作者
许元振
XU Yuanzhen(School of Culture and Communication,Putian Universily,Putian,Fujian 351100)
出处
《妈祖文化研究》
2020年第4期15-18,共4页
Mazu Culture Research
基金
福建省社科研究基地重大项目(项目编号:2016JDZ059)阶段性威果。
关键词
妈祖文化
微信
传播
Mazu culture
WeChat
Communication
