新媒体环境下三峡皮影戏的数字化生存与传播重构

Digital Survival and Communication Reconstruction of Three Gorges Shadow Puppetry in the New Media Environment

摘要: 三峡皮影戏作为巴楚文化交融的活态载体，承载着千年农耕文明的情感记忆与审美经验。然而，在现代传媒生态的剧烈变迁中，这一古老的艺术形式正面临着观众流失、传承断裂与文化语境消逝的多重困境。文章从新闻传播学的学科视域出发，以“数字化生存”与“传播重构”为核心分析框架，系统考察三峡皮影戏在新媒体环境下的传播实践与理论命题。研究认为，三峡皮影戏的当代传播正在经历从“乡土仪式”到“媒介奇观”、从“博物馆化”到“数字化生存”、从“文化传播”到“文化对话”的三重范式转换。在这一转换过程中，短视频平台拓展了非遗的传播空间，却也带来了文化深度削弱的隐忧；跨文化实践打开了文明对话的窗口，却也面临着“文化折扣”的挑战；数字技术为活态传承提供了新的可能，却也提出了如何平衡技术赋能与文化本真性的深层追问。研究进一步提出，三峡皮影戏的当代生命力，不在于恢复任何一种单一的传播形态，而在于构建一个传统场域、媒介场域、教育场域与数字场域相互支撑的复合传播生态，在多重场域的交织共振中实现文化的系统性再生产。

Abstract: As a living carrier of the fusion of Ba and Chu cultures, Three Gorges shadow puppetry carries the emotional memories and aesthetic experiences of a thousand years of agricultural civilization. However, amidst the drastic changes in the modern media ecosystem, this ancient art form is facing multiple dilemmas, including audience loss, inheritance disruption, and the disappearance of cultural context. From the perspective of journalism and communication studies, this paper takes “digital survival” and “communication reconstruction” as the core analytical framework to systematically examine the communication practices and theoretical propositions of Three Gorges shadow puppetry in the new media environment. The study suggests that the contemporary communication of Three Gorges shadow puppetry is undergoing a triple paradigm shift from “local ritual” to “media spectacle”, from “museification” to “digital survival”, and from “cultural communication” to “cultural dialogue”. In this transformation process, short video platforms have expanded the communication space of intangible cultural heritage, but also brought about the concern of weakening cultural depth; cross-cultural practices have opened a window for dialogue between civilizations dialogue, but also faced the challenge of “cultural discount”; digital technology has provided new possibilities for living inheritance, but also raised the deep question of how to balance technological empowerment and cultural authenticity. This paper further proposes that the contemporary vitality of Three Gorges shadow puppetry lies not in restoring any single form of communication, but in constructing a composite communication ecosystem based on mutual support among traditional fields, media fields, educational fields, and digital fields, achieving systematic reproduction of culture through the intertwined resonance of multiple fields.