创新扩散视角下儒家文化的传播路径优化

The Optimization of the Communication Path of Confucian Culture from the Perspective of Innovation Diffusion

摘要: 在全球化与数字媒介深度融合的影响下，儒家文化的现代传播面临着机遇与挑战。本文运用创新扩散理论作为核心分析框架，探究当代媒介环境下儒家文化传播路径优化的问题。研究发现，儒家文化现代传播正面临着创新属性模糊、传播渠道固化、社会嵌入表层化，以及上述因素共同作用下形成的采纳鸿沟。针对以上困境，研究提出通过价值重构其现代创新属性，培育跨界意见领袖与差异化内容策略搭建复合型传播网络，借助制度承载与实践创新提升社会嵌入度，并遵循扩散规律实施梯度推进策略。本研究期望为推动儒家文化从典籍符号向活的传统转化提供具有理论深度与实践价值的参考。

Abstract: Under the influence of globalization and the deep integration of digital media, the modern communication of Confucian culture is facing opportunities and challenges. This paper uses the innovation diffusion theory as the core analysis framework to explore the optimization of Confucian culture communication path in the contemporary media environment. The study found that the modern communication of Confucian culture faces the adoption gap formed by the ambiguity of innovation attributes, the solidification of communication channels, the superficialization of social embeddedness, and the combined effects of the above factors. In view of the above difficulties, the study proposes to reconstruct its modern innovation attributes through value, cultivate cross-border opinion leaders and differentiated content strategies to build a composite communication network, enhance social embedding with institutional carrying and practical innovation, and follow the diffusion law to implement a gradient promotion strategy. This study is expected to provide a reference with theoretical depth and practical value for promoting the transformation of Confucian culture from classical symbols to living traditions.