融媒体视域下曲艺类非遗的传播策略研究——以凤阳花鼓为例
Research on Communication Strategy of Folk Art Intangible Cultural Heritage from the Perspective of Convergence Media—Taking Fengyang Flower Drum as an Example

文化是一个国家和民族的灵魂，文化的传播和发展离不开作为传播渠道的媒体。凤阳花鼓作为我国非物质文化遗产之一，有着突出的文化价值和传承意义。融媒体时代的到来，给以凤阳花鼓为代表的曲艺类非遗带来了新的传播机遇，但其在当下的传播和传承，还面临着传播主体单一、传播环境复杂、渠道整合不足等问题。因此，只有发挥媒介融合发展的优势，依托新媒体传播平台，推进数字化传承，才能推动凤阳花鼓的传播与发展。
Culture is the essence of a country and nation, and its communication and development cannot be separated from the media as a communication channel. Fengyang Flower Drum, as one of our intangible cultural heritages, has outstanding cultural and inheritable significance. The advent of the financial media era has brought new communication opportunities for the intangible cultural inheritance of folk arts, represented by Fengyang Flower Drum. However, its current communication and inheritance still face challenges such as a singular communication subject, low audience attention, and insufficient channel integration. Therefore, the dissemination and development of Fengyang Flower Drum can only be promoted by leveraging the advantages of media integration and development, relying on new media communication platforms, and promoting digital inheritance.