电商驱动下泰山皮影戏的活态传承与创新传播研究

E-Commerce-Driven Living Transmission and Innovative Communication of Taishan Shadow Puppetry

摘要: 电子商务的蓬勃发展为非物质文化遗产的活态传承提供了新的可能。本研究以国家级非遗泰山皮影戏为个案，从传播学视角探讨电商平台赋能非遗活态传承的理论逻辑与实践路径。研究采用文献研究法与个案研究法，系统梳理泰山皮影戏的历史脉络与当代困境，进而构建电商平台赋能传承的创新路径。研究发现，泰山皮影戏面临受众萎缩、传播滞后等多重困境，根源在于其文化传播的“地方性”与社会的“普遍性”之间出现断裂；电商平台通过内容创新、渠道拓展、用户参与、品牌塑造四个维度，能够重构非遗的传播方式，实现从“地方知识”向“共享文化财富”的身份拓展。本研究旨在为地方性非遗在数字化时代的传播创新提供参考与借鉴。

Abstract: The vigorous development of e-commerce has opened up new possibilities for the living transmission of intangible cultural heritage. Taking Taishan Shadow Puppetry, a national-level intangible cultural heritage item, as a case study, this research explores, from a communication studies perspective, the theoretical logic and practical pathways through which e-commerce platforms empower the living transmission of intangible cultural heritage. The study adopts literature analysis and case study methods to systematically examine the historical development and contemporary dilemmas of Taishan Shadow Puppetry, and further constructs innovative pathways for e-commerce-enabled transmission. The research finds that Taishan Shadow Puppetry faces multiple dilemmas such as shrinking audiences and lagging communication channels, the root cause of which lies in the disjunction between the “locality” of its cultural transmission and the “universality” of society. Through four dimensions—content innovation, channel expansion, user participation, and brand building—e-commerce platforms can reconstruct the communication methods of intangible cultural heritage, facilitating its identity expansion from “local knowledge” to “shared cultural wealth.” This study aims to provide reference and insights for the communication innovation of local intangible cultural heritage in the digital era.