媒介融合背景下学习与传播优秀传统文化的激励机制分析-analysis of incentive mechanism for learning and spreading excellent traditional culture under the background of media integration.docxVIP

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媒介融合背景下学习与传播优秀传统文化的激励机制分析-analysis of incentive mechanism for learning and spreading excellent traditional culture under the background of media integration.docx

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媒介融合背景下学习与传播优秀传统文化的激励机制分析-analysis of incentive mechanism for learning and spreading excellent traditional culture under the background of media integration

AbstractWiththedevelopmentofmediaconvergence,ordinarypeoplecannotonlygetinformationconveniently,butalsoparticipateintheproductionandcommunicationofmediacontentbymoderncommunicationtools.Thepowerofgrassrootsaggregationbecameanewfeatureintoday’sculturalcommunication,whichmakesitpossibleandbringsnewopportunitiesforordinarypeopletolearnanddisseminateexcellenttraditionalculture.Inviewofthis,thisresearchstartsfrommediaconvergenceperspective,discussesitsconceptandcharacteristics,pointsouttheimpactsitbringsonexcellenttraditionalculture.Mediaconvergencehasapositiveimpactonpromotingconvenienceoflearningandcommunication,enhancinglearningexperience,andstimulatingculturalinnovation.Atthesametime,thispaperanalyzestheimplicationsandlimitationsofthreetypicalcasesofChineseClassicReading,LectureRoomandRed-text,whichshowthatthelearningwayofordinarypeoplebecomesmorenetworkedandmassmediaaswellasgrassrootsparticipateintraditionalculturecommunicationtogether.Mediaconvergencehelpstostrengthenthistrend.TheincentivemechanismbasesonGagne’sinformationprocessinglearningtheoryandHenryJenkins’convergenceculturetheoryaboutparticipatorycultureandcollectiveintelligence.AccordingtoGagne’stheory,problemsoccurinordinarypeople’slearning,theattentionstagelacks,thelearningmotivationisweak,learningplatformsandcommunicationchannelsarelimited.Sothispapersummarizesthebasicrequirementandprinciple,andstructuretheincentivemechanismof“attention-study-action-custom”.Accordingtothemechanism,therearefourstrategies:takeattentionstrategy,buildatraditionalcultureleaningplatforminthenewmedia,asocialmediaplatformforinteractionandcreation,andavirtualcurrencyincentivesystem.ThisresearchjustwantstoexploreaneffectivewaytomotivateordinarypeopletolearnanddisseminateChinesetraditionalcultureconsciously.Keywords:excellenttraditionalculture,mediaconvergence,incentivemechanism目录摘要.......................................................................................................................IABSTRACT.........................