国家文化数字化战略背景下宿迁非遗资源的媒介呈现研究

Research on the Media Presentation of Suqian Intangible Cultural Heritage Resources in the Context of the National Cultural Digitization Strategy

摘要: 在国家文化数字化战略推进背景下，非遗的数字化传播与活态传承成为重要课题。本文以宿迁非遗资源为研究对象，采用文献研究与案例分析相结合的方法，系统探讨其在官方媒介、社交媒体、交互式数字平台的呈现特征，剖析当前媒介呈现中存在的内容同质化、互动性不足、技术应用不均衡等问题，并提出优化路径。研究发现，宿迁非遗已形成“官方主导、社交赋能、科技助力”的传播格局，但仍面临深度叙事缺失、受众参与度低、小众非遗数字鸿沟等困境。研究表明，通过构建“西楚文化”IP叙事体系、推动“非遗 + 数字文旅”跨界融合、加强校地协同培育数字化人才，可推动宿迁非遗实现高质量媒介传播，为地方非遗数字化保护与传承提供实践参考。

Abstract: Under the context of advancing national cultural digitalization strategies, the digital dissemination and living heritage transmission of intangible cultural heritage (ICH) have become key issues. This paper takes the ICH resources of Suqian as the research object, utilizing a combination of literature research and case analysis methods to systematically explore their presentation characteristics on official media, social media, and interactive digital platforms. The paper analyzes existing issues such as content homogenization, insufficient interactivity, and imbalanced technological applications in current media presentations, and proposes optimization pathways. The study finds that the dissemination pattern of Suqian’s ICH has formed a structure of “official dominance, social empowerment, and technological assistance,” but it still faces challenges such as a lack of deep narratives, low audience participation, and a digital divide concerning niche ICH. The research suggests that constructing a “Xichu Culture” IP narrative system, promoting cross-border integration of “ICH + digital tourism,” and strengthening school-local government collaboration to cultivate digital talent could contribute to enhancing the quality of media dissemination of Suqian’s ICH and offer practical reference for the digital protection and inheritance of local ICH.