How to give full play to the advantages of cultural new media platform

Effectively spread traditional culture with the help of new media platforms. Many new media platforms are not only important communication technology platforms with communication function, but also media platforms with cross-media communication function and mobility. It is a cultural trend to spread traditional culture through mobile phones, Weibo, WeChat, QQ and other new media channels. First, digital newspapers and periodicals realize "peer-to-peer". As a new type of digital newspaper, mobile newspaper effectively combines the authority of traditional newspapers with the convenience of mobile media by using the multimedia message function of mobile phones, which is one of the main forms of traditional culture spread by means of new media. Second, the fragmented media experience has opened up a unique path. Both WeChat, which has sprung up in recent years, and Weibo, which has great influence, push pictures, audio and video. And sending information, these have the characteristics of fragmented text. Undoubtedly, this fragmented text has been accepted by a wide audience, and when it is integrated with traditional culture, it will produce unique effects. For example, before and after traditional festivals such as Lantern Festival, Dragon Boat Festival, Mid-Autumn Festival and Spring Festival, operators and relevant departments will spread traditional cultural connotation and national spirit through new media, forming extensive online and offline interaction. Thirdly, entertainment means to realize the deep development of traditional cultural resources. In recent years, people began to explore the use of games, music and other forms to spread traditional culture. Some games focus on transplanting traditional cultural resources into game scenes, characters and props decoration, and some games even directly apply fairy tale resources such as Pangu Tiankai, Gong Yu Yishan and Jingwei Reclamation in China classical culture. In addition, the push of musical ringtones with strong traditional cultural flavor has also brought a fresh wind of traditional culture to the urban culture of China today.

The form of "micro-communication" is the source of power for new media to spread traditional culture. "Micro-communication" can be called the source of the whole new media communication, and its concept can be divided into broad and narrow sense. In a broad sense, "micro-communication" refers to the way of information dissemination through net posts, blogs, SMS, MMS, Fetion, QQ, MSN, outdoor display and later Weibo and WeChat. In a narrow sense, "micro-communication" refers to the way of information dissemination with Weibo as the medium. The "micro" of "micro-communication" lies in allowing every tiny individual in society to freely emit "micro-sounds". These "micro-sounds" can be a piece of text, a picture, an audio or video, or even just an emoticon ... they spread through "micro-media" such as mobile phones. People can complete the selection, evaluation, voting and other functions through simple "micro-actions" such as key operation and mouse click, thus obtaining a "micro-experience". This "micro-experience" is not only different from the linear communication of traditional media, but also different from the network communication of network media, and it is also a fission communication. The speed, density and convenience of this form of communication are far beyond the comparison of previous media. The influence brought by this form of information dissemination has penetrated into every corner of society, especially in the dissemination of traditional culture.

Using new media to spread traditional culture should pay attention to foster strengths and avoid weaknesses. For the rise of new media, many people have a strong sense of anxiety-worried that excessive enthusiasm for Weibo and WeChat will isolate individuals from the real society; Worried about the popularity of micro-reading, resulting in insufficient in-depth reading; Worried that micro-movies are mixed and convey negative values ... In the eyes of worried patients, the expression of new media always conveys negative emotions. Optimists live in heaven every day, pessimists live in hell every day, and they look at the world from different angles. If the spread of negative emotions creates countless pessimists, it will undoubtedly be the biggest worry of new media. As a result, many people began to criticize the new media-"the end of Weibo", "micro-movies are coming to an end" and "micro-reading is out of favor". At one time, some extremists even defined their preference for new media as a "bad habit" and wanted to get rid of it quickly. In fact, we should use the dialectical view of dividing into two to look at how to promote the advantages and eliminate the disadvantages. 20 1 1 year, a 6-minute "micro-video"-lunch in heaven, shot by Liu Xiaoyu, a college student, has reached 4 million hits on the Internet in just one month. It can be seen that new media can become the mainstream channel to deliver "positive energy". To relieve the worries of new media, each of us should start from ourselves and actively spread "positive energy". Life is trivial, but new media can extract infinite fun from trivial details. When we guide with a positive attitude, the new media can convey infinite "positive energy" and enable people to "live with a smile".

As Dickens said, "This is the best time and the worst time." The maturity of new media is far from coming. With the continuous innovation of technology, the application of new media will increase day by day, and more and more people will be in close contact with it. How to avoid the negative influence of new media while satisfying personal freedom is still a big test of this era.