地方民俗节庆新媒体传播的实践困境与优化路径——以资源河灯节为案例

Practical Difficulties and Optimization Paths of New Media Communication for Local Folk Festivals—Using the Resource River Lantern Festival as a Case Study

摘要: 地方民俗节庆是非物质文化遗产活态传承的重要载体，也是地域文化对外传播的标志性符号。在非物质文化遗产数字化保护与传承、全媒体传播格局重构的背景下，地方民俗节庆如何借助新媒体传播实现跨地域传播成为重要议题。本文以广西壮族自治区级非物质文化遗产资源河灯节为研究对象，发现其存在媒介融合不足、文化辨识度不高、市场转化脱节、多元主体缺乏协同等问题，深层原因在于未能有效挖掘节庆自身的独特文化内涵，并受资源县经济水平、产业结构及居民媒介素养等现实条件制约。研究采用文献研究、内容分析与实地调研相结合的方法，结合主流平台传播内容观察、实地走访与一手访谈资料，构建“传播渠道–内容品牌–市场转化”三维分析框架，进而提出构建全媒体传播矩阵、塑造特色文化IP、拓展多层级市场、推动多元主体协同的优化路径；其核心机制是以“政府引导、传承人守核、平台支持、全民参与”四方协同为保障，以全周期传播和差异化平台适配为手段，将河灯节特有的视觉符号与仪式流程转化为差异化传播点。梳理资源河灯节传播困境并提出优化路径，有助于推动这一小众地方民俗节庆从“本地热度”向“跨区域认知”转化，实现非物质文化遗产活态传承与地方文旅融合，并为桂北地区同类民俗节庆的数字化传播与活态传承提供参考。

Abstract: Local folk festivals are important carriers for the living transmission of intangible cultural heritage and also serve as iconic symbols for the external dissemination of regional culture. Against the backdrop of digital protection and transmission of intangible cultural heritage and the reconstruction of an all-media communication landscape, how local folk festivals can leverage new media to achieve cross-regional dissemination has become a significant issue. This paper takes the He Lantern Festival, a Guangxi Zhuang Autonomous Region-level intangible cultural heritage resource, as the research object and identifies problems such as insufficient media integration, low cultural recognition, disconnection in market conversion, and lack of coordination among multiple stakeholders. The underlying reason lies in the failure to effectively explore the unique cultural connotations of the festival itself, which is further constrained by practical conditions such as the economic level of the resource county, industrial structure, and residents’ media literacy. The study employs a combination of literature review, content analysis, and field research, integrating observations of mainstream platform content, on-site visits, and firsthand interview data to construct a three-dimensional analytical framework of “communication channels—content branding—market conversion.” Based on this framework, it proposes optimization paths including building an all-media communication matrix, creating distinctive cultural IP, expanding multi-level markets, and promoting the coordination of diverse stakeholders. The core mechanism relies on a four-pronged collaboration of “government guidance, inheritor oversight, platform support, and public participation,” using full-cycle communication and differentiated platform adaptation to transform the He Lantern Festival’s unique visual symbols and ritual processes into differentiated communication points. By analyzing the dissemination challenges of the He Lantern Festival and proposing optimization strategies, this study contributes to promoting the festival’s transition from “local popularity” to “cross-regional recognition,” supporting the living transmission of intangible cultural heritage and the integration of local culture and tourism, and provides a reference for the digital dissemination and living inheritance of similar folk festivals in northern Guangxi.