参与式文化视角下横县鱼生新媒体文化传播研究

New Media Communication of Hengxian Yusheng from the Perspective of Participatory Culture

摘要: 横县鱼生制作技艺是广西壮族自治区级非物质文化遗产，也是横州市具有代表性的地方饮食文化资源。研究将参与式文化理论与风险沟通理论结合，构建“主体参与–互动模式–风险感知–传播结果”分析框架，采用文献研究、网络参与式观察和案例分析等方法，对抖音、微信视频号、美团平台及政务公开材料进行分析。研究发现，样本传播以生活化视觉展示和模仿式扩散为主，文化解释、风险回应及跨主体合作仍显不足；风险信息容易因视觉刺激和消费导向占据注意中心、受众风险感知偏低以及信息来源分散而被忽略。基于此，文章从公共素材建设、商户内容优化、多主体协同和平台分层传播四个方面提出可操作的实施路径、保障措施及评估方法，为生食类饮食非遗的新媒体传播提供参考。

Abstract: Hengxian Yusheng preparation technique is an autonomous-region-level intangible cultural heritage item in Guangxi and a representative food-culture resource of Hengzhou. Integrating participatory culture with risk communication theory, this study develops an analytical framework of “actor participation-interaction mode-risk perception-communication outcome.” Literature research, online participatory observation and case analysis are used to examine public content on Douyin, WeChat Channels, Meituan and government platforms. The samples are dominated by lifestyle-oriented visual display and imitative diffusion, whereas cultural interpretation, risk response and cross-actor collaboration remain insufficient. Risk information is easily overlooked because visual appeal and consumption cues dominate attention, perceived susceptibility is low, and information sources are fragmented. Four operational paths, safeguard measures, and evaluation methods are therefore proposed: public resource development, merchant content optimization, multi-actor collaboration and platform-specific communication, providing a reference for the new media dissemination of raw food intangible cultural heritage.