中华优秀传统文化符号的社交媒体传播与互动分析——以小红书平台为例

Analysis on Social Media Communication and Interaction of Chinese Excellent Traditional Cultural Symbols—Taking the Platform of Xiaohongshu as an Example

摘要: 在全国媒介数字化和社会交往加速的背景下，中华优秀传统文化的传播场域已从传统媒体延伸到以社交平台为核心的民间传播空间。但如何打破传统符号的传播壁垒，实现优秀传统文化的当代活化与青年参与，仍是当前文化传播面临的重要课题。为揭示数字媒介如何重塑中华优秀传统文化符号的传播路径、推动其当代意义生成与认同建构，本研究采用“定量筛选 + 定性分析”的混合路径对小红书平台的300篇帖子进行统计与分析，构建中华优秀传统文化符号体系。研究结果显示，中华优秀传统文化在数字社交媒体环境中呈现出“去中心化”与“多元互动”的传播特征。

Abstract: Against the backdrop of the digitalization of national media and the acceleration of social interaction, the communication field of fine traditional Chinese culture has expanded from traditional media to grassroots communication spaces centered on social platforms. However, how to break the communication barriers of traditional symbols and achieve the contemporary activation and youth engagement with fine traditional culture remains an important issue in current cultural communication. To explore how digital media reshape the communication paths of fine traditional Chinese cultural symbols and promote the generation of their contemporary significance and the construction of identification, this study adopts a mixed-methods approach combining quantitative screening and qualitative analysis to conduct statistics and analysis on 300 posts from the Xiaohongshu platform, and constructs a system of fine traditional Chinese cultural symbols. The research results show that fine traditional Chinese culture exhibits the communication characteristics of “decentralization” and “multi-dimensional interaction” in the context of digital social media.