新媒体视域下毛南族分龙节的数字化传播与创新路径研究

Research on Digital Communication and Innovative Paths of the Maonan Dragon-Separating Festival from the Perspective of New Media

摘要: 毛南族分龙节是毛南族最具代表性的传统节庆文化之一，承载着丰富的民族历史记忆与民俗文化内涵。随着数字媒体技术和新媒体平台的快速发展，传统节庆文化的传播方式发生了深刻变化，分龙节在传播范围、受众覆盖和数字化表达等方面面临新的机遇与挑战。以广西环江毛南族自治县为例，通过文献研究、案例分析和实地调研，对分龙节的历史渊源、文化特征及传播现状进行梳理。研究发现，当前分龙节在传播过程中存在新媒体传播力度不足、用户参与度较低、数字化体验形式缺乏以及视觉形象辨识度不高等问题。在此基础上，从新媒体传播矩阵构建、互动传播机制优化、数字化体验场景设计以及视觉形象建设等方面提出优化路径，以期为毛南族分龙节数字化传播体系构建与活态传承实践提供参考，并为少数民族节庆文化数字化传播研究提供借鉴。

Abstract: The Dragon-Separating Festival of the Maonan ethnic group is one of the most representative traditional festival cultures of the Maonan people, carrying rich ethnic historical memories and profound folk cultural connotations. With the rapid development of digital media technologies and new media platforms, the communication modes of traditional festival cultures have undergone profound transformations. The Dragon-Separating Festival is confronted with new opportunities and challenges in terms of communication scope, audience coverage and digital expression. Taking Huanjiang Maonan Autonomous County in Guangxi as the research object, this paper sorts out the historical origins, cultural characteristics and current communication status of the Dragon-Separating Festival through literature research, case analysis and field investigation. The study finds that several problems exist in the current communication of the festival, including inadequate new media promotion, low user participation, insufficient forms of digital experience, and low recognizability of its visual image. On this basis, this paper puts forward optimization approaches from four dimensions: constructing a new media communication matrix, optimizing interactive communication mechanisms, designing digital experience scenarios, and building distinctive visual images. It is expected to provide references for the establishment of a digital communication system and the living inheritance practice of the Maonan Dragon-Separating Festival, as well as offer experience for research on the digital communication of ethnic minority festival cultures.