新媒体视域下非遗剪纸文化的创新路径研究

Research on the Innovative Paths of Intangible Cultural Heritage Paper-Cutting Culture from the Perspective of New Media

摘要: 剪纸作为中国重要的非物质文化遗产，具有深厚的历史积淀与独特的审美价值。然而，在现代社会语境下，传统剪纸的传承与传播面临受众缩小、形式单一与市场化不足等困境。本文立足新媒体发展背景，运用案例分析与文献研究方法，探讨新媒体技术在非遗剪纸文化创新中的作用与路径。研究发现，新媒体在视觉呈现、叙事方式与传播渠道方面为剪纸文化提供了新的可能：短视频与社交平台拓展了受众群体；数字化与交互设计增强了文化体验感；跨界融合与IP化开发提升了剪纸的市场价值。但同时，也存在娱乐化倾向和本真性削弱的隐忧。为此，本文提出应坚持文化核心价值，注重数字化资源建设，发挥新媒体的交互性与传播力，推动传统剪纸在当代语境下的创造性转化与创新性发展。研究结论表明，新媒体不仅为非遗剪纸的传承提供了新的动力机制，也为传统文化的现代传播提供了可借鉴的范式。

Abstract: As a significant intangible cultural heritage of China, paper-cutting boasts profound historical roots and unique aesthetic value. However, in the context of modern society, the inheritance and dissemination of traditional paper-cutting face challenges such as a shrinking audience, limited forms of expression, and insufficient marketization. Against the backdrop of new media development, this study employs case analysis and literature review to explore the role and pathways of new media technologies in the cultural innovation of paper-cutting as intangible heritage. The research finds that new media offers fresh possibilities for paper-cutting culture in terms of visual presentation, narrative methods, and communication channels: short videos and social platforms expand the audience base; digitalization and interactive design enhance the cultural experience; cross-border integration and IP-oriented development elevate the market value of paper-cutting. However, there are also concerns about tendencies toward excessive entertainment and the erosion of authenticity. To address these issues, this paper proposes adhering to the core cultural values, prioritizing the construction of digital resources, and leveraging the interactivity and communicative power of new media to promote the creative transformation and innovative development of traditional paper-cutting in the contemporary context. The research concludes that new media not only provides a new impetus for the inheritance of paper-cutting as intangible cultural heritage but also offers an instructive paradigm for the modern dissemination of traditional culture.