自媒体环境下龙狮运动文化传播特征研究

Study on the Cultural Communication Characteristics of Chinese Dragon and Lion Dance Sports under the Environment of We-Media

摘要: 在自媒体环境下，探究龙狮运动文化传播特征，对于讲好中国龙狮故事，推动新时代龙狮运动高质量发展有着重要意义。运用文献资料法和逻辑分析法对自媒体环境下龙狮运动文化传播的特征及发展对策展开讨论。研究发现，龙狮运动文化传播特征呈现出传播内容多元化、传播渠道圈群化、传播受众交互化和传播效果裂变化。其优化路径包括政府监管，促进龙狮文化良性传播；分众化传播，满足受众差异化需求；整合龙狮资源，拓宽传播途径；提高媒介素养，打造优质龙狮文化内容。

Abstract: In the we-media environment, to explore the cultural communication characteristics of dragon and lion sports is of great significance for telling Chinese dragon and lion stories and promoting the high-quality development of dragon and lion dance sports in the new era. By using the method of literature and logical analysis, this paper discusses the characteristics and development coun-termeasures of dragon and lion dance sports culture communication under the environment of we-media. It is found that the cultural communication characteristics of Dragon and lion dance sports show the diversification of communication content, the clustering of communication channels, the interaction of communication audience and the split of communication effect. Its development path includes government supervision to promote the benign spread of dragon and lion culture, mass communication to meet the needs of different audiences, to integrate the resources of Dragon and Lion to widen the way of transmission, to improve media literacy, to create high-quality Chinese dragon and lion culture content.