新媒体纪录片提升文化遗产传播效果探析——以B站传统文化类纪录片为例

Enhancing the Communication Efficacy of Cultural Heritage through New Media Documentaries—A Case Study of Traditional Culture-Themed Documentaries on Bilibili

摘要: 文化遗产见证了我国历史发展的进程，对其相关知识的学习在当代仍然具有历史文化价值。纪录片是媒体外在表现形式的重要载体，更加注重以真实的视角呈现主题，对我国文化遗产的传播具有独特优势。但一直以来，以文化遗产和传统文化为主题的纪录片内容较难理解，且主题风格严肃单一，大众对其关注度不够。近年来，新媒体平台几乎成为人们获取信息和休闲娱乐的重要渠道，传统文化纪录片也实现借力发展，通过新媒体提升了传播效果。B站作为年轻人聚集的交互社区，在其中的表现更为突出，新媒体为传统文化类纪录片的传播提供了有效途径，使文化遗产和传统文化在广度和深度上得到新的传播。本研究尝试以使用与满足理论、参与式文化为理论基础，并通过案例分析，探讨其提升传播效果的具体路径与潜在问题。

Abstract: Cultural heritage bears witness to the historical evolution of China, and the study of its related knowledge remains of profound historical and cultural significance in the contemporary era. As a pivotal carrier of media expression, documentaries prioritize presenting themes from an authentic perspective, thereby possessing unique advantages in the dissemination of China’s cultural heritage. However, documentaries themed on cultural heritage and traditional culture have long faced challenges such as high interpretive difficulty, a solemn and homogeneous stylistic orientation, and insufficient public attention. In recent years, new media platforms have almost become a crucial channel for people to access information and engage in leisure and entertainment. Traditional culture documentaries have thus leveraged new media to enhance their dissemination effects. Bilibili (Bilibili.com), as an interactive community gathering young people, has demonstrated particularly prominent performance in this regard. New media provides an effective pathway for the dissemination of traditional culture documentaries, enabling cultural heritage and traditional culture to achieve renewed dissemination in both breadth and depth. Grounded in the Uses and Gratifications theory and the theory of participatory culture, this study attempts to explore the specific pathways and potential challenges in enhancing communication efficacy through case analysis.