新媒体背景下壮族嘹歌传播路径研究

Research on the Transmission Path of Zhuang Ethnic Liao Song in the Context of New Media

摘要: 本文着重探讨新媒体背景下壮族嘹歌的传播路径。作为国家级非物质文化遗产，壮族嘹歌虽拥有深厚的文化底蕴与政策支持，但在现代化生活方式的冲击下，其传承环境日益严峻，面临传播困境。本文首先通过解析壮族嘹歌的文化本体与生存现状，并分析《印象·刘三姐》《只有河南·戏剧幻城》等实景演出及《诶嘿》音乐盒等成功案例，提出新媒体技术可从运用现代舞台技术提升演出观赏性、借助多元媒介实现传播创新、打造具有辨识度的文化品牌三个方面助力壮族嘹歌传播。本文提出了三条发展路径：一是丰富传播方式，扩大受众范围；二是明确品牌形象定位；三是拓宽文化市场，推动产业融合。研究认为，壮族嘹歌的传播需在保持原真性的基础上，实现文化资源与现代媒介技术的深度融合，以提升传播能效，促进这一民族文化遗产的活态传承与可持续发展。

Abstract: This article focuses on exploring the dissemination paths of Zhuang Liao songs in the context of new media. As a national intangible cultural heritage, the Zhuang Liao Song, despite its rich cultural heritage and policy support, is facing an increasingly severe transmission environment and communication predicament under the impact of modern lifestyles. This article first analyzes the cultural essence and current situation of the Zhuang Liao Song, and by examining successful cases such as Impression Liu Sanjie and Only Henan-Drama City as well as the Ai Hei music box, proposes that new media technology can assist in the dissemination of the Zhuang Liao Song from three aspects: enhancing the performance’s appeal through modern stage technology, achieving communication innovation through diverse media, and creating a recognizable cultural brand. The article then puts forward three development paths: enriching communication methods to expand the audience base, clarifying brand image positioning, and broadening the cultural market to promote industrial integration. The research suggests that the dissemination of the Zhuang Liao Song should achieve a deep integration of cultural resources and modern media technology on the basis of maintaining authenticity, in order to enhance communication efficiency and promote the dynamic inheritance and sustainable development of this ethnic cultural heritage.