非遗“走进去”与“走出去”融合路径探究

馨元 张(南通大学，中国)

摘要

本文基于文化传播学、体验经济及跨文化适应理论，创新性地提出非遗出海“两步走”战略：首要阶段为“走进去”，即通过个性化、体验式、低门槛的DIY产品模式，深度融入本土及国际年轻受众的日常生活与情感结构，实现文化认同从“他者观赏”到“自我创作”的转变；关键阶段为“走出去”，即依托系统化、多语种、分众化的数字传播体系，将非遗产品转化为具有实用价值的日常消费品，突破文化折扣与市场壁垒，实现可持续的国际化商业与文化传播。

关键词

非物质文化遗产；文化传播；DIY体验；多语言传播；跨文化适应

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DOI: http://dx.doi.org/10.12345/cai.v4i9.32400