基于新媒体环境的朱仙镇木版年画艺术推广策略研究

发布时间：2018-03-20 10:01

本文选题：朱仙镇木版年画　切入点：艺术特征　出处：《陕西科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网推广策略在传统民间工艺品牌可持续化发展的过程中,越来越受重视。本文以河南开封朱仙镇木版年画推广现状为研究主体,将其置于新媒体的大背景中进行推广策略创新的探索。朱仙镇木版年画历史悠久、地域风格鲜明、艺术资源丰富。但是,由于地域环境的限制及人文等因素,在文化认同意识建构、品牌认知提升及可持续发展传播与推广上,仍旧缺乏对朱仙镇木版年画的重视,尤其是将其置于以信息化为主要特征的现代化市场中,结合产品自身的状况与大众需求,选择合适的推广路径及相符的策略方面,还有待跟进与深入。于是本文在对朱仙镇田野调查与文献分析的基础上,运用传统民俗学与传播学的相关知识,借助多维度分析,在强化认知和掌握朱仙镇木版年画艺术文化内涵的基础上,详细分析其发展现状,并依据新媒介载体特征与新媒体应用,总结归纳出朱仙镇木版年画特有的新媒体发展路径,提出新媒体语境下朱仙镇木版年画艺术的传承及推广策略。本论文具体从以下几个方面展开研究:第一、探讨中国传统民间工艺文化朱仙镇木版年画的发展历程,包括朱仙镇木版年画艺术发展史、艺术特征及蕴含的民俗文化内涵等,论述推动朱仙镇木版年画可持续发展的意义和传承价值,并结合当下我国目前传统民间手工艺发展现状及瓶颈,提出朱仙镇木版年画结合现代化发展趋势的必要性与重要性;第二、结合新媒体多元化、个性化的传播特性,交互性的传播模式及手段,论述新媒体为传统艺术提供了便捷的推广平台及新的发展契机的基础上,对朱仙镇木版年画接受现状进行数据收集整理,进而结合本地区新媒体传播机制建构的调查分析,找到一条木版年画与新媒体融合发展的必由之路。第三、以传播视角分析朱仙镇木版年画发展历程中的推广案例,并规划出其推广实施的路径。具体按照主题性、差异化、参与性的原则,从朱仙镇木版年画传播主体、传播渠道、传播内容等方面着手建构其推广策略,实现政府-媒介-公众互动的立体传播形式。本文在分析中国传统手工艺历史价值与现实处境的基础上,将朱仙镇木版年画置于互联网+产业化的背景下,探究其可持续发展的趋势和前景。重点围绕传统民间艺术与新媒体技术结合的实践策划,数字化采集和存储技术、新媒体展示与传播技术,使朱仙镇木版年画在推广策略上得以创新,彰显本土文化特征。
[Abstract]:In the process of sustainable development of traditional folk craft brand, Internet promotion strategy has been paid more and more attention. Put it in the big background of new media to carry on the promotion strategy innovation exploration. Zhu Xianzhen woodplate New year painting has a long history, the region style is bright, the art resources is rich. However, because of the regional environment restriction and the humanities and so on factor, In the construction of cultural identity consciousness, the promotion of brand cognition and the dissemination and promotion of sustainable development, there is still a lack of attention to Zhu Xianzhen woodcut New year Pictures, especially in the modern market characterized by information technology. According to the situation of the product itself and the demand of the public, it is still to be followed up and deepened in choosing the appropriate promotion path and corresponding strategy. Therefore, this paper is based on the field investigation and literature analysis of Zhuxian Town. Using the relevant knowledge of traditional folklore and communication, with the help of multi-dimensional analysis, on the basis of strengthening cognition and mastering the artistic and cultural connotation of Zhuxianzhen woodcut New year's Pictures, this paper analyzes in detail the present situation of its development. According to the characteristics of new media carrier and the application of new media, this paper sums up the unique new media development path of Zhu Xianzhen woodcut New year Pictures. In the context of new media, the paper puts forward the inheritance and popularizing strategy of Zhu Xianzhen woodcut New year Picture. This paper carries out the research from the following aspects: first, it discusses the development course of Chinese traditional folk craft culture Zhu Xianzhen woodcut New year painting. Including the history of artistic development, the artistic characteristics and the connotation of folk culture, the significance and inheritance value of promoting the sustainable development of Zhuxianzhen woodblock New year paintings are discussed. Combined with the current situation and bottleneck of traditional folk handicraft in our country, the paper puts forward the necessity and importance of Zhu Xianzhen woodplate New year painting combined with the trend of modernization. Secondly, combined with the new media diversification, personalized communication characteristics. On the basis of interactive communication mode and means, discussing that new media provides convenient promotion platform and new development opportunity for traditional art, this paper collects and arranges the current situation of the acceptance of wooden New year Pictures in Zhu Xianzhen. Then, based on the investigation and analysis of the construction of the new media communication mechanism in this area, we find out the only way for the development of the combination of woodcut New year Pictures and New Media. Thirdly, from the perspective of communication, we analyze the promotion cases in the development process of Zhuxianzhen woodblock New year Pictures. In accordance with the principle of theme, differentiation and participation, the promotion strategy is constructed from the main body, channel and content of the spread of wooden New year Pictures in Zhuxian Town, according to the principle of theme, differentiation and participation. On the basis of analyzing the historical value and realistic situation of Chinese traditional handicraft, the paper puts Zhu Xianzhen woodcut New year painting under the background of Internet industrialization. Explore its sustainable development trends and prospects. Focus on the integration of traditional folk art and new media technology practice planning, digital acquisition and storage technology, new media display and dissemination technology, Zhu Xianzhen woodcut New year painting in the promotion strategy to innovate, highlight the local cultural characteristics.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J218.3

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