直播与短视频协同促进云南少数民族文化传播的机制与路径

shuaikang hao; 赵奉禹

doi:10.62177/apss.v2i5.1784

Authors

shuaikang hao 西南林业大学
赵奉禹西南林业大学

DOI:

https://doi.org/10.62177/apss.v2i5.1784

Keywords:

少数民族文化, 短视频, 网络直播, 使用与满足, 文化学习

Abstract

短视频和直播拓宽了少数民族文化的网络传播路径，但文化输出不等于民族文化的理解与传承。本文立足云南少数民族文化传播实践，采用文献研究法，依托使用与满足理论，结合媒介可供性与文化学习参与视角，探究短视频与直播两类媒介协同推动当地少数民族文化传播的内在机制与实现路径。研究发现要把用户随机性浏览转化为持续性文化参与，短视频影像的展示和直播的实时互动需要围绕同一文化主题做到内容连贯，同时提供可实操的学习渠道。而语境解读则帮助受众吃透文化内核，针对性答疑有助于搭建互信基础，配套任务反馈与公共文化服务能够够降低参与门槛；而传播主体阐释权限、社区认同水平、收益分配模式，决定这套传播模式能否落地。

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