数智赋能与受众本位：峨眉武术国际传播的困境审视与路径重构

Digital Intelligence Empowerment and Audience-Oriented Principle: An Examination of Dilemmas and Reconstruction of Paths for the International Communication of Emei Martial Arts

摘要: 作为中华武术三大流派之一的峨眉武术，列入国家级非物质文化遗产名录，承载着深厚的巴蜀文化底蕴。在当今全球化、数字化交织的时代语境中，峨眉武术的国际传播交流既面临严峻挑战，也迎来巨大机遇。本文从多维视角系统梳理剖析峨眉武术在国际传播中存在的文化内涵挖掘不足、转化能力不强、传播渠道单一、效率低下、专业人才匮乏、传播理念与受众需求不符、面临激烈的国际竞争等问题。针对上述问题，本文从传播理念重塑、传播内容深化和创新、传播渠道融合拓展、传播主体多元化专业化、传播效果精准化品牌化五个方面展开思考，提出峨眉武术传承传播的优化路径，认为将“传者本位”转变为“受众本位”，全方位发掘峨眉武术的文化基因，深度融合数智技术，建构多元协同的传播生态，以此有效提升峨眉武术的国际影响力、竞争力，实现峨眉武术的创造性转化、创新性发展。

Abstract: As a national intangible cultural heritage and an important school of traditional Chinese martial arts, Emei Wushu bears profound Bashu cultural connotations. In today’s era of globalization and digitalization, the international dissemination and exchange of Emei Wushu face both severe challenges and tremendous opportunities. This article systematically analyzes, from multiple perspectives, the problems in the international dissemination of Emei Wushu, including insufficient exploration of its cultural connotations, weak transformation capabilities, single dissemination channels, low efficiency, a shortage of professional talent, a mismatch between dissemination concepts and audience needs, and fierce international competition. To address these issues, this article considers five aspects: reshaping dissemination concepts, deepening and innovating dissemination content, integrating and expanding dissemination channels, diversifying and professionalizing dissemination subjects, and refining and branding dissemination effects. It proposes an optimized path for the inheritance and dissemination of Emei Wushu, arguing that shifting from a “transmitter-centric” to an “audience-centric” approach, comprehensively exploring the cultural genes of Emei Wushu, deeply integrating digital technologies, and constructing a diversified and collaborative dissemination ecosystem can effectively enhance the international influence and competitiveness of Emei Wushu, achieving its creative transformation and innovative development.