本文選題：朱仙鎮(zhèn)木版年畫(huà)　切入點(diǎn)：藝術(shù)特征　出處：《陜西科技大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)推廣策略在傳統(tǒng)民間工藝品牌可持續(xù)化發(fā)展的過(guò)程中,越來(lái)越受重視。本文以河南開(kāi)封朱仙鎮(zhèn)木版年畫(huà)推廣現(xiàn)狀為研究主體,將其置于新媒體的大背景中進(jìn)行推廣策略創(chuàng)新的探索。朱仙鎮(zhèn)木版年畫(huà)歷史悠久、地域風(fēng)格鮮明、藝術(shù)資源豐富。但是,由于地域環(huán)境的限制及人文等因素,在文化認(rèn)同意識(shí)建構(gòu)、品牌認(rèn)知提升及可持續(xù)發(fā)展傳播與推廣上,仍舊缺乏對(duì)朱仙鎮(zhèn)木版年畫(huà)的重視,尤其是將其置于以信息化為主要特征的現(xiàn)代化市場(chǎng)中,結(jié)合產(chǎn)品自身的狀況與大眾需求,選擇合適的推廣路徑及相符的策略方面,還有待跟進(jìn)與深入。于是本文在對(duì)朱仙鎮(zhèn)田野調(diào)查與文獻(xiàn)分析的基礎(chǔ)上,運(yùn)用傳統(tǒng)民俗學(xué)與傳播學(xué)的相關(guān)知識(shí),借助多維度分析,在強(qiáng)化認(rèn)知和掌握朱仙鎮(zhèn)木版年畫(huà)藝術(shù)文化內(nèi)涵的基礎(chǔ)上,詳細(xì)分析其發(fā)展現(xiàn)狀,并依據(jù)新媒介載體特征與新媒體應(yīng)用,總結(jié)歸納出朱仙鎮(zhèn)木版年畫(huà)特有的新媒體發(fā)展路徑,提出新媒體語(yǔ)境下朱仙鎮(zhèn)木版年畫(huà)藝術(shù)的傳承及推廣策略。本論文具體從以下幾個(gè)方面展開(kāi)研究:第一、探討中國(guó)傳統(tǒng)民間工藝文化朱仙鎮(zhèn)木版年畫(huà)的發(fā)展歷程,包括朱仙鎮(zhèn)木版年畫(huà)藝術(shù)發(fā)展史、藝術(shù)特征及蘊(yùn)含的民俗文化內(nèi)涵等,論述推動(dòng)朱仙鎮(zhèn)木版年畫(huà)可持續(xù)發(fā)展的意義和傳承價(jià)值,并結(jié)合當(dāng)下我國(guó)目前傳統(tǒng)民間手工藝發(fā)展現(xiàn)狀及瓶頸,提出朱仙鎮(zhèn)木版年畫(huà)結(jié)合現(xiàn)代化發(fā)展趨勢(shì)的必要性與重要性;第二、結(jié)合新媒體多元化、個(gè)性化的傳播特性,交互性的傳播模式及手段,論述新媒體為傳統(tǒng)藝術(shù)提供了便捷的推廣平臺(tái)及新的發(fā)展契機(jī)的基礎(chǔ)上,對(duì)朱仙鎮(zhèn)木版年畫(huà)接受現(xiàn)狀進(jìn)行數(shù)據(jù)收集整理,進(jìn)而結(jié)合本地區(qū)新媒體傳播機(jī)制建構(gòu)的調(diào)查分析,找到一條木版年畫(huà)與新媒體融合發(fā)展的必由之路。第三、以傳播視角分析朱仙鎮(zhèn)木版年畫(huà)發(fā)展歷程中的推廣案例,并規(guī)劃出其推廣實(shí)施的路徑。具體按照主題性、差異化、參與性的原則,從朱仙鎮(zhèn)木版年畫(huà)傳播主體、傳播渠道、傳播內(nèi)容等方面著手建構(gòu)其推廣策略,實(shí)現(xiàn)政府-媒介-公眾互動(dòng)的立體傳播形式。本文在分析中國(guó)傳統(tǒng)手工藝歷史價(jià)值與現(xiàn)實(shí)處境的基礎(chǔ)上,將朱仙鎮(zhèn)木版年畫(huà)置于互聯(lián)網(wǎng)+產(chǎn)業(yè)化的背景下,探究其可持續(xù)發(fā)展的趨勢(shì)和前景。重點(diǎn)圍繞傳統(tǒng)民間藝術(shù)與新媒體技術(shù)結(jié)合的實(shí)踐策劃,數(shù)字化采集和存儲(chǔ)技術(shù)、新媒體展示與傳播技術(shù),使朱仙鎮(zhèn)木版年畫(huà)在推廣策略上得以創(chuàng)新,彰顯本土文化特征。
[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.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J218.3

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