| 妈祖文化在新媒体传播中的内容形态转型策略 |
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| 引用本文： | 许元振,帅志强.妈祖文化在新媒体传播中的内容形态转型策略[J].莆田学院学报,2013,20(1):7-12. |
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| 作者姓名： | 许元振 帅志强 |
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| 作者单位： | 莆田学院汉语言文学系,福建莆田,351100 |
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| 基金项目： | 福建省高校服务海西项目(2008HX01(1)-MZ1204) |
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| 摘 要： | 与传统媒体相比,新媒体的媒体形态发生了巨大的转型。为了使妈祖文化的内容形态能够契合新媒体的媒体形态,必须对其实施由表及里的转型策略。一是表现形态的转型,即妈祖文化内容的数字化与网络化平移;二是内容本体的转型,即妈祖文化内容的微化与当代化创新。只有这样,才能充分发挥新媒体的传播优势,增强传播效果。
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| 关 键 词： | 妈祖文化 内容 新媒体 网络化 |
The Strategy of Transformation on the Content Form of Mazu Culture in New Media Communication |
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| XU Yuan-zhen
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SHUAI Zhi-qiang.The Strategy of Transformation on the Content Form of Mazu Culture in New Media Communication[J].journal of putian university,2013,20(1):7-12. |
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| Authors: | XU Yuan-zhen SHUAI Zhi-qiang |
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| Institution: | (Chinese Language Literature Department,Putian University,Putian Fujian 351100,China) |
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| Abstract: | Compared with the traditional media,the form of new media has transformated dramatically.To fit the new media forms,the strategy of transformation about content form of Mazu Culture must be implemented.Firstly,It is content display forms' transformation.In other words,it is digital and networked transformation of Mazu Culture's contents.Secondly,It is content body's transformation.That is to say,it is micronized and contemporary innovation of Mazu Culture's contents.Only in this way,can we give full play to advantages of the communication of new media,and enhance the communication effect. |
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| Keywords: | Mazu Culture content new media networked |
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