侗族传统戏剧文学的再媒介化传播研究

随着"再媒介化"理念与模式的兴起,作为典型的非物质文化遗产IP内容,侗族传统戏剧文学的可开发价值越来越丰富。文章基于"再媒介化"理念,分析侗族传统戏剧文学再媒介化的现实隐忧,探讨侗族传统戏剧文学"再媒介化"的战略定位与实践策略。作者认为在深度挖掘侗族传统戏剧文学IP价值的同时,须意识到其作为非物质文化遗产的属性,做好保护与开发、传承与创新之间的平衡,并从跨媒介叙事、内容产品化及情景化出版等维度制定侗族传统戏剧文学的"再媒介化"策略,以期不断促进侗族传统戏剧文学传播向"再媒介化"的转向。

Research on the Re-media Communication of Traditional Dong Drama Literature

With the rise of the concept and mode of"re-media",as a typical intangible cultural heritage IP,the exploitable value of traditional dong drama literature is becoming richer and richer.Based on the concept of"re-media",this paper analyzes the real problems in the re-media of traditional dong drama literature,and discusses the strategic positioning and practical strategies of"re-media"of traditional dong drama literature.In other words,while deeply exploring the IP value of traditional dong drama literature,it is necessary to realize its attribute as intangible cultural heritage and strike a balance between protection and development,inheritance and innovation.The"re-media"strategy of traditional dong drama literature should be formulated from the perspectives of cross-media narration,content productization and situational publishing,so as to continuously promote the transfer of traditional dong drama literature to"re-media".