新媒体赋能非遗传播：乡村留守妇女的传播主体性与就业空间再造

New Media Empowers Intangible Cultural Heritage Communication: Communication Subjectivity of Rural Left-Behind Women and Reconstruction of Employment Space

摘要: “创承木版年画新生绽放乡村‘她’力量”项目立足国家乡村振兴与非遗系统性保护政策框架，以朱仙镇木版年画为核心载体，创新探索文化传播与女性发展的共生路径。项目紧扣“非遗融入现代生活”以及《农村留守妇女困难群体精准关爱帮扶行动方案》要求，通过“新媒体传播赋能 + 技能传承 + 柔性赋能 + 产业造血”四维联动，破解非遗传播失语与乡村留守妇女发展困境，构建留守妇女从“被遮蔽的辅助者”到“有主动性的传播者”的转化机制，实现文化传承与女性发展的双赢。

Abstract: The project “Inheriting the New Vitality of Woodblock New Year Paintings, Empowering Rural Women’s Development” is rooted in the national policy framework of rural revitalization and the systematic protection of intangible cultural heritage (ICH). Taking Zhuxian Town woodblock New Year paintings as the core carrier, this project innovatively explores a symbiotic development path integrating ICH communication and rural women’s growth. In response to the national requirement of “integrating intangible cultural heritage into modern life” and the Action Plan for Targeted Care and Assistance for Vulnerable Rural Left-Behind Women, the project implements a four-dimensional linkage model featuring “new media communication empowerment, skill inheritance, soft empowerment and industrial sustainable cultivation”. It addresses the communication aphasia of traditional ICH and the developmental predicament of rural left-behind women. Furthermore, it establishes a transformation mechanism that empowers rural left-behind women to shift from “invisible helpers” to “active cultural communicators”, thereby realizing a win-win scenario for traditional cultural inheritance and rural women’s comprehensive development.