叙事重构与媒介嵌入：非遗纪录片国际传播效能的提升策略

Narrative Reconstruction and Media Embedding: Strategies for Enhancing the International Communication Effectiveness of Intangible Cultural Heritage Documentaries

摘要: 作为展示中华文化独特魅力、构建国家文化软实力的重要视听传播媒介，非遗纪录片的国际传播常常受制于文化折扣效应，导致其作为高语境文化所承载的深层意义在传播中受阻。基于这一背景，本研究立足文化转译视角，探讨非遗纪录片国际传播效能的提升策略。研究发现，叙事重构能够通过情感化叙事实现文化故事的共情传播、沉浸式叙事强化文化符号的具身体验、交互式叙事提升视听空间的认知共振，而媒介嵌入能够通过分发差异化构建精准化的转译矩阵、形态小微化适配碎片化的转译场景、IP跨界化扩展更加立体的转译路径，二者协同作用，有助于强化非遗纪录片的文化转译效果，提升其国际传播效能。

Abstract: As a key audiovisual medium for showcasing the unique charm of Chinese culture and building the nation’s cultural soft power, the international dissemination of intangible cultural heritage (ICH) documentaries is often constrained by the “cultural discount effect”, which hinders the transmission of the profound meanings inherent in these highly contextualized cultural narratives. Against this backdrop, this study adopts a cultural translation perspective to explore strategies for enhancing the effectiveness of ICH documentary dissemination on the global stage. The study found that narrative reconstruction can achieve empathetic dissemination of cultural stories through emotional storytelling, immersive storytelling reinforces the embodied experience of cultural symbols, and interactive storytelling enhances cognitive resonance within the audiovisual space; meanwhile, media embedding can construct a precise translation matrix through differentiated distribution, adapt to fragmented translation scenarios via format miniaturization, and expand more multidimensional translation pathways through IP cross-border integration. The synergistic interaction between these two approaches helps strengthen the cultural translation effects of ICH documentaries and enhances their international dissemination effectiveness.