新媒体时代下壮族布洛陀文化品牌构建研究
摘 要：文章以我国非物质文化遗产壮族布洛陀为研究对象，以新媒体传播态势为媒介，深入分析布洛陀精神文化内涵、情感文化内涵和经典传说故事与文化品牌相融合的有效路径。通过建立品牌形象、设计相关文化创意产品、培养文化传承人来打通其文化传播深度，运用新媒体的及时性、交互性、海量性等特点来打开其文化传播广度，不断凝练品牌核心文化要素，促进壮族特色文化软实力的协调发展。
关键词：新媒体；壮族；布洛陀文化；品牌；构建
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2021)12-0142-02
Abstract：This paper takes Zhuang Buluotuo, the intangible cultural heritage of China, as the research object, and analyzes the effective path of integrating the spiritual and emotional cultural connotation of Buluotuo and the classic legendary stories with the cultural brand by using the new media communication situation as the medium. Through establishing the brand image, designing related cultural creative products and cultivating cultural inheritors to open up the depth of cultural communication, and using the timely, interactive and massive characteristics of new media to open up the breadth of cultural communication, the core cultural elements of the brand are continuously condensed to promote the coordinated development of the soft power of Zhuang culture.
Key Words：New media; Zhuang nationality; Buluotuo culture; brand; construction
