| Abstract: | 當前的傳統文化傳播面臨多重困境,無論是傳統文化自身所帶來的傳播局限,還 是傳統文化在傳播過程中所面臨繼承傳播者急劇減少、傳統文化內涵異化等問題,以 及在全球化背景下中西方文化之間存在衝突的局面。在 21 世紀的現在，越來越多 新興的媒體傳播方式出現在群眾的視野中。相較於傳統媒體，新媒體影像傳播有著 以往傳統媒介無法比擬的優勢，一些創新類型的影像傳播方式,如 AR、VR、全息投 影等就在傳播語言語態、傳播形式以及傳播整合營銷等多方面進行了創新。這些傳 播新方式對傳統文化傳播的努力和探索起到了重要性作用。
影像以其直觀、形象的特徵在人類的傳播活動中扮演著重要的角色,並被廣泛運 用於形象塑造與形象傳播領域。大眾傳播時代,報紙等紙質媒介的圖片版、電影、電 視等都是影像傳播的重要媒介。新媒體出現後,以其傳播速度快、傳播範圍廣、互動 性強、多媒體傳播等優勢,為影像傳播提供了新渠道。對於遠離大眾視野的古舊老 街,影像能直觀地向大眾展示古舊老街的神韻。新媒體對於古舊老街而言,能助其實 現影像更快、更廣地傳播。
本研究採用了三個階段進行調查，第一、二階段採用線上問卷調查以及實地問卷調查，第三階段通過第一、二階段的整理分析結果對三位在各自領域都相當有建樹的學者進行了半結構式深度訪談。得出新媒體影音傳播方式是可以有效增加青年人的回訪率的。
本研究根據各項研究分析的發現和結果，對於後續規劃鹿港旅遊鹿港觀光產業規畫者、旅遊產業商家及未來從事相關研究者提供具體建議以供參考。
The current traditional cultural communication faces multiple dilemmas, both in terms of the limitations of traditional culture itself, the drastic reduction of traditional communicators in the process of communication, and the alienation of traditional cultural connotations, as well as in the context of globalization. There is a conflict between Western cultures. In the 21st century, more and more emerging media communication methods have appeared in the eyes of the masses. Compared with traditional media, new media image transmission has the advantage that traditional media can't match. Some innovative types of image transmission methods, such as AR, VR, holographic projection, etc., are in the language of communication, communication forms, and communication and integrated marketing. The aspect has been innovated. These new ways of communication have played an important role in the efforts and exploration of traditional cultural communication.
Image plays an important role in human communication activities with its intuitive and visual characteristics, and is widely used in the field of image shaping and image communication. In the era of mass communication, photo editions of paper and other media such as newspapers, movies, and television are important media for image transmission. After the emergence of new media, it has provided new channels for image communication with its advantages of fast transmission speed, wide range of communication, strong interaction and multimedia communication. For the old and old streets far from the public's perspective, the images can visually show the charm of the old streets to the public. New media can help them achieve faster and wider dissemination of images for old streets.
This study used three stages to conduct the survey. The first and second phases used online questionnaire surveys and field surveys. The third phase, through the analysis of the first and second phases, analyzed the results of three scholars who have made considerable achievements in their respective fields. Semi-structured in-depth interviews. It is concluded that the new media audio and video transmission method can effectively deepen the return visit rate of young people.
Based on the findings and results of various research analyses, this study provides specific recommendations for the follow-up planning of Lukang Tourism Lugang Tourism Industry Planners, tourism industry merchants and future researchers. |
