探索新媒体视域下南京绒花非遗手工艺的传播途径

Investigation on the Dissemination of Nanjing Velvet Flowers Intangible Cultural Heritage Handicraft from the Perspective of New Media

摘要: 南京绒花作为江苏省非物质文化遗产起源于唐朝，因其象征“荣华”的吉祥寓意和较高的审美艺术深受百姓喜爱，流传至今。但随着由于工业的发展，由传统人工制作的绒花领域备受冲击，其复杂的制作过程逐渐被机器大规模制造业取代。在当今互联网信息化时代下，文章旨在调查分析如何利用新媒体的媒介传播作用，突破当下南京绒花发展的瓶颈，通过对南京绒花这一非遗手工艺的大众调查，了解当代社会群体对南京绒花审美艺术特点和非遗保护传承的建议，搭建传统工艺与现代时代文化相融合的创新发展的桥梁，为南京绒花技艺的可持续发展路径添砖加瓦。

Abstract: Nanjing velvet flower, as an intangible cultural heritage of Jiangsu Province, originated in the Tang Dynasty. It is deeply loved by the people for its auspicious meaning of “prosperity” and its high aesthetic artistry, and has been passed down to this day. However, with the development of industry, the traditional handcrafted velvet flower field has been severely impacted, and its complex production process has gradually been replaced by large-scale machine manufacturing. In the current era of Internet information, this article aims to investigate and analyze how to utilize the media dissemination role of new media to break through the current bottleneck in the development of Nanjing velvet flowers. Through a public survey on Nanjing velvet flowers, this intangible cultural heritage handicraft, we aim to understand the contemporary social group’s suggestions on the aesthetic art characteristics of Nanjing velvet flowers and the protection and inheritance of intangible cultural heritage, and build a bridge for the innovative development of traditional craftsmanship and modern cultural integration, contributing to the sustainable development path of Nanjing velvet flower techniques.