推动传播还是意义偏移？——关于汉服模特大赛活动的文化传播效果困境与反思

Promoting Dissemination or Meaning Deviation?—Dilemmas and Reflections on the Cultural Communication Effects of Hanfu Model Contests

摘要: 汉服模特大赛是近年来汉服文化传播的重要线下形式。本文基于亲身参与某全国性汉服模特大赛的参与式观察，探讨此类赛事在文化传播上的实际效果与内在困境。研究发现，赛事呈现“强热度、弱覆盖”特征：虽吸引大量关注，但多数受众记住的是选手颜值与才艺，而非汉服文化内涵。结合议程设置、编码/解码、媒介事件、使用与满足等理论，本文从赛制设计、意义传递、媒介逻辑三个层次逐层推进，并引入消费主义转向作为宏观语境，揭示“展示”对“阐释”的系统性替代。研究认为，赛事文化传播困境由赛制、传播者、受众、媒介、宏观语境五重因素叠加所致。据此，从评分机制、传播策略、文化互动、传播形式、机构合作五个维度提出针对性建议。

Abstract: Hanfu model contests have emerged as a vital offline vehicle for the communication of Hanfu culture in recent years. Based on participant observation conducted during the author’s personal involvement in a national Hanfu model contest, this paper explores the practical effects and inherent dilemmas of such events in cultural communication. The study reveals that these contests are characterized by “high popularity yet shallow cultural penetration”: while drawing extensive public attention, most audiences only recall contestants’ appearances and performance skills rather than the intrinsic cultural connotations of Hanfu. Drawing on communication theories including agenda-setting, encoding/decoding, media events, and uses and gratifications, this paper conducts layered analysis from three dimensions: contest system design, meaning transmission, and media logic. It further contextualizes the research within the macro backdrop of consumerist turn, exposing the systematic replacement of “interpretation” by “visual display”. This study argues that the dilemmas plaguing cultural communication via such contests stem from the compounded impacts of five interwoven factors: contest rules, communicators, audiences, media, and the macro social context. Corresponding targeted suggestions are proposed across five dimensions: scoring criteria, communication strategies, cultural interaction modes, communication formats, and cross-institutional collaboration.