摘要
妈祖文化与海上丝绸之路紧密相连,妈祖文化跨境联系备受人们关注。在直播、短视频蓬勃发展的今天,不仅为妈祖信仰的传播帶来新的契机,也面临新的挑战。本文以湄洲妈祖祖庙为例,分析其在抖音和YouTube两个平台.上的视频内容,揭示妈祖文化跨境联系的特点:-是境内传播注重多平台互动、传播形式的创新、短视频的视觉化和表演化等策略的运用;二是与境外宫庙对比突出境外传播的空白与不足。本文从视觉化、景观化的特性与趋势着眼,进一步探讨营造“媒介奇观”来传播妈祖文化的策略。
Mazu culture is closely connected with the Maritime Silk Road,and the cross-border connection of Mazu culture has attracted people's attention.With the vigorous development of live broadcasts and short videos,it not only brings new opportunities for the spread of Mazu belief,but also faces new challenges.This article takes Mazu Temple in Meizhou as an exarmple,analyzes its video content on Douyin and YouTube,and reveals the characteristics of the cross-border connection of Mazu culture:First,domestic communication focuses on multi-platform interaction,innovation in communication forms,and the use of short video visualization and performance strategies;second,compared with overseas palaces and temples,it highlights the gaps and deficiencies of overseas communication.This article focuses on the characteristics and trends of visualization and landscaping,and further explores the strategy of creating"media wonders"to spread Mazu culture.
作者
邹雨欣
ZOU Yuxin(School of Jourmalism and Communication,Xiamen University,Xiamen,Fujian,361000)
出处
《妈祖文化研究》
2020年第4期19-28,共10页
Mazu Culture Research
