数字浪潮中的十里红妆——浙东婚俗文化的多模态传播与活化

Ten-Mile Red Dowry in the Digital Wave—Multi-Modal Communication and Revitalization of Eastern Zhejiang Marriage Custom Culture

摘要: 在全球化浪潮与数字技术深度交织的背景下，中华优秀传统文化的传承面临前所未有的挑战与机遇。本研究以国家级非物质文化遗产——浙东“十里红妆”婚俗为研究对象，以文化记忆理论为核心分析工具，系统梳理其深厚的文化内涵、多元价值与传播现状，揭示其在当代社会中所面临的受众断层、人才匮乏、内容固化、传播渠道分散与政策支持不足等现实困境。在此基础上，尝试探索以数字技术为支撑、多模态传播为路径的系统性活化策略，涵盖年轻群体渗透、复合型人才培养、文化内涵深度转译、线上线下渠道整合及政策保障机制构建等方面。本研究可为“十里红妆”婚俗的活态传承提供参考与借鉴，也为同类非物质文化遗产的数字化传播与创新活化提供可行性思路。

Abstract: Against the intertwined background of globalization and digitalization, the inheritance of the excellent traditional Chinese culture is facing unprecedented challenges and opportunities. Taking the national intangible cultural heritage—“Ten-Mile Red Dowry” marriage custom in eastern Zhejiang as the research object, this study takes the cultural memory theory as the core analytical tool and systematically sorts out its cultural connotation, diverse values and current communication status, and reveals the practical dilemmas it confronts in contemporary society, including audience disconnection, shortage of talents, rigid content, scattered communication channels and insufficient policy support. On this basis, a systematic revitalization strategy supported by digital technology and oriented by multimodal communication is proposed, covering the penetration into young groups, the cultivation of interdisciplinary talents, the in-depth translation of cultural connotation, the integration of online and offline channels, and the construction of a policy guarantee mechanism. The research can provide certain references and insights for the living inheritance of the “Ten-Mile Red Dowry” marriage custom, and also offer feasible ideas for the digital communication and innovative revitalization of similar intangible cultural heritages.