新媒体时代广西三江侗族文化的传承路径与发展研究——以扎染为例

Research on the Cultural Inheritance Path and Development of the Dong Nationality in Sanjiang, Guangxi in the New Media Era—Taking Tie-Dyeing as an Example

摘要: “青，取之于蓝，而青于蓝。”——《荀子·劝学》，这句古训精准诠释了传统工艺在传承中创新的本质。广西三江侗族扎染作为国家级非物质文化遗产，是侗族人民依托蓝靛自然资源与生活智慧形成的独特技艺。本文聚焦新媒体时代广西三江侗族扎染的文化传承与发展，采用案例分析法和内容分析法展开。案例分析法方面，选取“植染绽侗魂”项目为典型例子，内容分析法上以抖音，小红书等与三江扎染有关的内容为研究对象，结合新媒体传播实践与成功案例分析传播成效，最终提出针对性发展建议，为非遗技艺的传承提供实践参考。

Abstract: “Cyan is taken from the blue, and the green is from the blue.”—“Xunzi · Persuasion”, this ancient saying accurately interprets the essence of innovation in the inheritance of traditional crafts. As a national intangible cultural heritage, the Tie-dyeing of the Dong nationality in Sanjiang, Guangxi is a unique skill formed by the Dong people by relying on the natural resources and life wisdom of blue indigo. This article focuses on the cultural inheritance and development of Tie-dyeing in Sanjiang Dong nationality in Guangxi in the new media era, and adopts case analysis and content analysis. In terms of case analysis method, the project of “plant dyeing and Dong soul” is selected as a typical example. In terms of content analysis method, TikTok, Xiaohongshu and other contents related to Sanjiang dyeing are the research objects. Combined with new media communication practice and successful case analysis and communication results, targeted development suggestions are finally put forward to provide practice for the inheritance of non-heritage skills.