摘要
当代的全球社会生态,已进入亨利·詹金斯等人所描述的"融合文化"样态。范式的转化使得IP的生产与传播效果日益凸显,也为地方文旅发展提供了新的思路。研究发现,地方文旅IP的传播呈现出定位差异化,传播内容与传播渠道多样化,传播结构多向互动化等特点。针对这些特点,地方文旅部门应着力从明确定位、升级内容、发散渠道、协同联动四个方面做好地方文旅IP的生产工作。与此同时,也需要通过做好扎实的前期传播准备、搭建健康的IP资源授权系统、培养并引进专业传播人才三个方面做好地方文旅IP的传播工作。
The contemporary global social ecology has entered the stage of convergence culture described by Henry Jenkins and others.The transformation of paradigm has made the production and dissemination of IP increasingly popular,and also provided new ideas for the development of local cultural tourism.Research find that dissemination of IP in local cultural tourism shows the characteristics of differentiated positioning,diversified dissemination contents and channels,and multi-directional interaction of dissemination structure.In view of these characteristics,local cultural tourism departments should focus on the dissemination of IP in local cultural tourism from four aspects:clear positioning,rich content,contact channels and coordinated dissemination.At the same time,it is also necessary to do a good job of IP communication in local cultural tourism by making solid preparation for early communication,building a healthy IP resource authorization system,and cultivating and introducing professional communication talents.
作者
樊丽
赵一梅
FAN Li;ZHAO Yi-mei(School of Journalism and Communication,Bohai University,Jinzhou,Liaoning,121000,China)
出处
《西华大学学报（哲学社会科学版）》
2021年第5期59-65,共7页
Journal of Xihua University(Philosophy & Social Sciences)
基金
辽宁省教育科学“十三五”规划2020年立项课题成果(课题编号:JG20DB012)
辽宁省教育厅2019年服务地方项目成果(课题编号:WF2019003)。
关键词
融合文化
地方文旅
IP
生产模式
传播策略
convergence culture
local cultural tourism
IP
production mode
broadcast strategy
