环保宣传于新媒体艺术实践路径研究——以丽江为例

Research on the Practical Paths of Environmental Protection Publicity in New Media Art Practice—A Case Study of Lijiang

摘要: 本文旨在分析新媒体艺术在环保宣传实践路径问题的现状，探究其影响因素及应对策略。通过以新媒体艺术在环保宣传实践路径研究中以世界文化遗产地丽江为研究对象，系统探讨了新媒体艺术在地区环境保护中的创新实践路径。基于全球气候危机与“双碳”战略背景下，针对丽江旅游业快速发展与生态环境保护之间的突出的主要矛盾，深入探讨新媒体艺术在破解环保传播困境中的独特价值。基于研究结论表明，传统环保传播模式存在环境数据感知隔阂、传统文化智慧现代失落、环保行动协同困境为三大结构性矛盾。通过《丽江古城水系AR生态地图》增强现实技术实现环境数据的艺术化转译、《雪山守护者》数字徽章系统实现纳西族传统生态智慧的现代转译、《古城的脉动》声景艺术三个案例的实证研究，揭示了新媒体艺术通过数据感知的艺术化转译、文化符号的当代活化、环境叙事的沉浸建构等路径，实现了环保传播从“信息灌输”到“体验完善”的范式革新。进一步提出确立长效机制的发展建议，完善了制度保障体系，构建起政策支持与跨部门协同机制；形成技术支撑平台，打造全域数字生态感知系统；创新公众参与模式，培育在地化生态社群；完善科学评估体系，确保项目可持续运维。最后，本文对研究的主要发现和结论进行了总结，并展望了未来的研究方向，新媒体艺术通过实现从抽象数据到可感知体验的情感转向、从个体规训到集体共创的行为转向、从文化失语到智慧活化的文化转向，为文化遗产地的可持续发展提供了创新性解决方案，对探索地区环保的新路径具有重要的理论价值和实践意义。

Abstract: This paper aims to analyze the current situation regarding the practical paths of new media art in environmental protection publicity, and to explore its influencing factors and corresponding strategies. Taking the World Cultural Heritage site, Lijiang, as the research subject in the study of practical paths for new media art in environmental protection publicity, this paper systematically investigates the innovative practical paths of new media art in regional environmental protection. Against the backdrop of the global climate crisis and the “Dual Carbon” strategy, and addressing the prominent contradiction between the rapid development of tourism and ecological environmental protection in Lijiang, it delves into the unique value of new media art in overcoming the dilemmas of environmental communication. Research findings indicate that traditional environmental communication models suffer from three structural contradictions: the perceptual gap in environmental data, the modern loss of traditional cultural wisdom, and difficulties in coordinating environmental actions. Through empirical case studies—the augmented reality technology of the “Lijiang Ancient Town Water System AR Eco-Map” enabling the artistic translation of environmental data, the digital badge system of “Snow Mountain Guardians” facilitating the modern translation of Naxi traditional ecological wisdom, and the soundscape art of “The Pulse of the Ancient City”—this paper reveals that new media art, via paths such as the artistic translation of data perception, the contemporary activation of cultural symbols, and the immersive construction of environmental narratives, achieves a paradigm shift in environmental communication from “information indoctrination” to “experience perfection”. Furthermore, it proposes development suggestions for establishing long-term mechanisms: improving the institutional guarantee system and constructing policy support and cross-departmental collaboration mechanisms; forming technical support platforms and creating a comprehensive digital ecological perception system; innovating public participation models and fostering localized ecological communities; and refining scientific evaluation systems to ensure sustainable project operation and maintenance. Finally, this paper summarizes the main findings and conclusions of the research and outlines future research directions. By realizing an emotional shift from abstract data to perceptible experience, a behavioral shift from individual discipline to collective co-creation, and a cultural shift from cultural aphasia to wisdom activation, new media art provides innovative solutions for the sustainable development of cultural heritage sites, holding significant theoretical value and practical significance for exploring new paths in regional environmental protection.