武当武术品牌的传播现状及对策研究

发布时间：2018-06-25 16:16

本文选题：武当武术品牌 + 传播　；参考：《武汉体育学院》2017年硕士论文

【摘要】：武术是以中国传统文化为基础,植根于中国传统文化之沃土、蕴含中国传统哲理之奥妙,由此形成的内涵广阔、层次纷杂的庞大理论体系。武当武术品牌是建立在武当道教基础上,具有道教特征的文化,是融建筑、音乐、医药、饮食、书法、养生等方面的文化品牌,是我国的国粹与瑰宝。然而由于多方面原因,中国传统文化流失现象严重,已成为传统文化在现当代发展的最大弊病,传统武术亦是如此。可见,维护传统文化,并使之发扬光大,迫在眉睫。武当武术品牌作为中国传统文化的代表,对其进行个案研究具有代表性的意义。本文利用拉斯韦尔5W模式对当前武当武术品牌传播过程中的传播者、传播内容、传播媒介、受众和传播效果进行了分析,找出制约当前武当武术品牌传播的瓶颈及原因,并在此基础上提出了相应的对策,以期能够为武当武术品牌的传播提供一些依据与借鉴。通过分析发现,制约当前武当武术品牌传播的瓶颈主要有武当武术品牌传统文化内涵与现代竞技的错位、受众群体中高端与低端用户练习者的错位、传统品牌开发滞后与市场需求增长的错位。在此基础上,笔者从政府政策扶持、品牌自主创新与媒介渠道宣传三个角度对武当武术品牌传播进行了对策分析。并提出政府政策扶持是推动其发展与传播最迅速的方法,品牌自主创新是推动其发展与传播的动力,媒介渠道宣传是推动其传播与弘扬的最大助力。
[Abstract]:Wushu is based on Chinese traditional culture, rooted in the fertile soil of Chinese traditional culture, and contains the mystery of Chinese traditional philosophy. Wudang Wushu brand is established on the basis of Wudang Taoism, with Taoist characteristics, is a blend of architecture, music, medicine, diet, calligraphy, health and other aspects of the cultural brand, is our national essence and treasure. However, due to various reasons, the phenomenon of the loss of Chinese traditional culture is serious, which has become the biggest drawback of the development of traditional culture in modern and contemporary times, and so is the traditional martial arts. Visible, maintain traditional culture, and make it carry forward, imminent. As the representative of Chinese traditional culture, Wudang Wushu brand has representative significance in case study. This paper analyzes the communicators, content, media, audience and effect of Wudang Wushu brand communication by using Raswell 5W mode, and finds out the bottleneck and reasons that restrict the current Wushu brand communication. On this basis, the corresponding countermeasures are put forward in order to provide some basis and reference for the spread of Wudang Wushu brand. Through analysis, it is found that the bottleneck of Wudang Wushu brand communication at present is the dislocation of Wudang Wushu brand traditional culture connotation and modern competition, and the dislocation of high-end and low-end user practitioners in the audience group. Traditional brand development lag and market demand growth dislocation. On this basis, the author analyzes Wudang Wushu brand communication from three angles of government policy support, brand independent innovation and media channel propaganda. It also points out that government policy support is the most rapid method to promote its development and communication, brand independent innovation is the driving force to promote its development and communication, and media channel propaganda is the greatest help to promote its communication and promotion.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G852;G206

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