文旅融合视域下非遗人像摄影的创新实践与传播路径研究

Research on Innovative Practice and Communication Path of Intangible Cultural Heritage Portrait Photography from the Perspective of Culture-Tourism Integration

摘要: 在文旅融合背景下，非物质文化遗产的传播与传承面临“文化陌生感”、“去语境化”、“传播效益阶段性衰退”等困境。人像摄影作为新兴业态，为非遗的创造性转化提供了新的载体。文章以桂林、肇兴侗寨、北海三地为调研点，在系统梳理非遗传播理论困境与自拍馆市场现状的基础上，提出“非遗桂韵自拍馆”的设计方案，探讨非遗人像摄影的创新模式与新媒体传播路径。研究发现：自拍馆模式通过“自助拍摄 + 非遗场景 + 手工体验”的复合业态，能够实现文化体验与商业价值的融合，是文旅融合背景下非遗传播的潜在有效载体；非遗元素的场景化还原与“形魂兼备”的内容策略，有助于克服“去语境化”问题，实现“娱乐性体验”与“深度文化认知”的平衡；基于分众传播矩阵的新媒体运营与UGC激励机制，是扩大传播影响力、应对“阶段性衰退”困境的可行路径。研究为文旅融合背景下非遗的创造性转化提供了理论参考与实践方案。

Abstract: Against the backdrop of culture-tourism integration, the communication and inheritance of intangible cultural heritage (ICH) are confronted with dilemmas such as “cultural strangeness”, “de-contextualization”, and “periodic decline of communication benefits”. As an emerging business form, portrait photography provides a new carrier for the creative transformation of intangible cultural heritage. Taking Guilin, Zhaoxing Dong Village, and Beihai as research sites, this study systematically sorts out the theoretical dilemmas of ICH communication and the current situation of the selfie-studio market, puts forward the design scheme of “Guangxi-Charm ICH Selfie-Studio”, and explores the innovative modes and new-media communication paths of intangible cultural heritage portrait photography. The research shows that the selfie-studio model, featuring the integrated business of “self-service shooting + ICH-themed scenes + handicraft experience”, can integrate cultural experience with commercial value and serves as a potentially effective carrier for ICH communication under culture-tourism integration. The scene-based restoration of ICH elements and the content strategy of “retaining both form and spirit” help tackle the problem of de-contextualization and strike a balance between “recreational experience” and “in-depth cultural cognition”. New-media operations based on a differentiated-audience communication matrix and user-generated content (UGC) incentive mechanisms represent a feasible way to expand communication influence and cope with the dilemma of “periodic decline”. This research provides theoretical reference and practical solutions for the creative transformation of intangible cultural heritage in the context of culture-tourism integration.