Four stages of cultural transmission: the first is oral transmission, what else? Please indicate book source and publisher

Four stages of cultural communication: consisting of oral, written, printed, and electronic communication,

Now evolving to international interconnected network communication, each advancement in communication technology has brought about a quantum leap in human communication capacity. It can be said that the application of communication technology has an increasing impact on the scope and effect of cultural communication.

Reference here:

Oral / Intangible Cultural Heritage and Mass Communication

Jin Yuping - Department of Journalism, College of Humanities, Xinjiang University

------------------------------------------------------------------ --------------

Intangible Cultural Heritage Join Time：2007-3-6 11:13:20 xjzjw Click：544

一 oral / intangible cultural heritage of humankind

"Oral and intangible cultural heritage of humankind" refers to the oral and intangible heritage in The "oral and intangible heritage of humanity" refers to traditional cultural activities and oral cultural expressions of special value in history, art, ethnography, sociology, anthropology, linguistics and literature, including languages, stories, music, games, dances, customs and various means of artistic expression. Oral/intangible cultural heritage is a living fossil of national culture, a source of national pride and an important contribution to the cultural heritage of humanity. Discovering and preserving intangible cultural heritage plays a vital role in promoting national culture, strengthening national self-esteem and developing the economy of ethnic regions.

Nowadays, the trend of globalization is becoming more and more significant, and cultural standardization, modernization, industrialization and urbanization pose a serious threat to traditional culture. Many traditional and folk cultures (including oral / intangible cultures) have been damaged to varying degrees, and some are even on the verge of extinction. UNESCO calls on governments and NGOs to rescue and safeguard the "oral and intangible cultural heritage of humanity" and to "support and protect oral and intangible traditions by maintaining and re-establishing a socio-economic awareness of their use" in order to Maintaining global cultural diversity. The severe forms faced by the national cultural heritage have aroused widespread concern among countries, many of which regard the rescue and preservation of folk culture as a matter of urgency. Some countries have already passed legislation and set up effective mechanisms to rescue and protect folk culture, and have achieved noteworthy results.

China, with its long history and many nationalities, is rich in tangible/intangible cultural heritage. Like many countries in the world, it faces the serious problem of how to effectively protect traditional and folk culture and art while developing its economy. Over the past decade or so, China has made certain achievements in the rescue and protection of folk cultural heritage. For example, the project of collecting, organizing, compiling and publishing the 10 major integrations of folk literature and art throughout the country has preserved in textual form the cultural heritage of folk oral literature and art and folk art, music, dance and opera with hundreds of millions of words and a sizable amount of illustrations, audio and video recordings. At the same time, a large number of folk culture workers have been trained in the hard work of rescuing and protecting folk arts and culture, have gained rich practical working experience, and have strengthened their conscientiousness in protecting the folk cultural heritage, forming a strong team for rescuing the folk cultural heritage.

However, folk culture needs not only to be rescued and protected, but also to be promoted and developed in order to fully tap the social value of diverse cultures. In today's globalization of cultural interactions, any culture should be open rather than closed. The preservation and innovation of folk culture requires the establishment of an up-to-date and open concept of local culture. This requires that cultural workers should have a full understanding of the significance, status and value of traditional folk culture, set up the concept of respecting and affirming cultural diversity in the era of globalization, and participate in the cause of rescuing, protecting, identifying and promoting human cultural heritage with an open attitude, a broad vision and modern means.

II CULTURE AND MASS COMMUNICATION

Communication is an intrinsic attribute and a fundamental feature of culture, and an active mechanism for promoting cultural change and innovation. All cultures are created and developed through the process of communication. From oral, written, printed and electronic communication to the international Internet, every advance in communication technology has brought about a quantum leap in the ability of human beings to communicate. It can be said that the application of communication technology has an increasing impact on the scope and effect of cultural communication.

Cultural production, consumption and development are inseparable from communication. Cultural communication mainly relies on the media, and the media is the carrier of cultural communication. The American scholar Herbert Schiller represents the concept of "cultural communication". The theory of "media imperialism" represented by the American scholar Herbert Schiller believes that media imperialism is backed by strong economic and capital strength, and that it mainly carries out global cultural expansion through the cultural market; it realizes globalized cultural domination through the sale of products and commodities containing cultural values; and that such cultural domination and expansion are realized through the communication media. This cultural domination and expansion is realized through the media. This cultural domination and expansion is realized through the media. The close relationship between cultural communication and the media is thus evident.

The globalization of the media and the mediatization of the world is a distinctive feature of our times. Of all the modes of human communication, mass communication has had the greatest impact on culture. Mass communication refers to the information dissemination activities carried out by communication organizations to an extremely wide range of audiences through modern communication media such as newspapers, radio, television, the Internet, movies, magazines, books and so on. Due to the rapid development of the Internet, mass communication has taken on some new features, such as: changing from "generalized broadcasting" in which the contents of communication are instilled to the public to "narrow broadcasting" in which the contents of communication are designed to meet the needs of a group or an individual; and changing from a unidirectional medium to an interactive medium, and so on. The mass communication has changed from a one-way medium to an interactive medium. Regardless of the method used, mass communication is able to reach across social groups and social strata, and has a wide and powerful social influence. This has been confirmed by research on the effects of mass communication. Mass communication provides a means for society to make decisions, provides a voice for society to recognize itself, and is a major source for conveying social values, playing an extremely important role in the life of human beings.

Nowadays, the use of mass media has become a necessary channel for cultural dissemination, which greatly expands the cultural space and gives culture a strong extensibility and generative power. However, with the increasing role of mass media, especially network media, in cultural communication, it inevitably creates "asymmetry" in cross-cultural communication, triggering a serious global ecological crisis in cultural communication, and an imbalance between strong and weak cultures, and between modern and traditional cultures in cultural communication. Modern communication media provide the conditions for the establishment of the communication hegemony of the strong and modern cultures, and pose a threat to the weak and traditional cultures, exposing them to the danger of assimilation or cultural colonization.

3 Mass communication of oral / intangible culture

As mentioned above, mass media play a very important role in the dissemination of culture. Oral / intangible culture is part of the cultural heritage of mankind, and its survival, development and inheritance are also inseparable from the mass media. The mass media is a double-edged sword for the national intangible culture. On the one hand, the mass media provide a broad space for the development of traditional national culture; on the other hand, the powerful modern and strong culture poses a serious threat to traditional national culture through the mass media. If we don't hold our ground, traditional culture will have no place to stand and eventually face the fate of being swallowed up.

To expand the influence of traditional culture, we should set up the concept of developing traditional culture in the light of global consciousness, deal with the relationship between modernity and tradition, make full use of capital, science, technology and media and other modern means to enhance the influence of culture, and strive for the initiative in cultural dissemination, and turn the weak into the strong, so as to let people understand and love the excellent traditional culture, and inspire people's national pride and patriotic fervor. Only in this way can the traditional cultural heritage become more attractive. Only in this way can the traditional cultural heritage become more vital, more meaningful to society, and can be passed on.

I think the media communication of traditional culture should start from the following aspects:

1. Picture dissemination The arrival of the age of visual culture makes image dissemination easier to be recognized and accepted by people. The protection and dissemination of folk cultural heritage should also be adapted to the requirements of the times by adopting modern means of dissemination, instead of staying only in the way of placing the cultural relics in the display cabinets of the museums or recording a certain folk matter with words only. Folklore photography is a good way to adapt to people's receptive psychology. Folklore photography is a group or national history, cultural evolution and customs of the portrait, a specific material living environment and unique spiritual outlook of the documentary, with national, historical academic value and practical folklore corroboration value. Folklore photography can protect the vividness and diversity of culture, which is not only a record of the past, but also a foretaste of the future. Many folk customs in history, if there are no photos to record them objectively, it is difficult to imagine the original appearance of things intuitively based on written records alone. In the modern society of industrialization and informationization, traditional culture inevitably suffers from being sidelined, and the world's folk cultural heritage can be preserved and enriched through the use of pictures to disseminate and promote the universal value of folk culture.

Picture dissemination not only adapts to the reading and accepting psychology of the audience in the "map-reading era", but also avoids the boringness of pure text dissemination to a certain extent, and has the characteristics of easy operation, low cost and easy reading compared with audio-visual products. With only a camera, folklore photography enthusiasts can capture a wonderful moment, fully reflecting the cultural characteristics of different ethnic groups. The combination of real images and textual writings will greatly strengthen the depiction and dissemination of information. The advantages of picture dissemination make it highly valued in the protection and development of folk culture. China has already published a number of large-scale picture albums reflecting ethnic and folk cultures. At the second meeting of the sixth session of the Presidium of the Chinese Photographers' Association held on April 19, 2003, the Photographic Working Committee of the Chinese Folk Culture Rescue Project was also established. This has provided strong support and impetus for the protection of traditional culture.

Folk photography, as a new discipline closely linked to folklore and modern technology, has its own unique value of existence, both in the rescue of folk cultural heritage and in the construction and development of folklore science has a role that cannot be underestimated. The development of images is inevitable for the development of folklore discipline, which is not only a supplement to the development of folklore discipline, but also provides new ideas for the diversification of the development of folklore discipline. It can be believed that images, an important means of recording, preserving and disseminating folklore information and conducting folklore research, will still be used by people in a long-term and extensive way.

2. Audio-visual products dissemination The development of science and technology makes people no longer feel strange to the camera, through the camera and multimedia technology produced by VCD, DVD and other audio-visual products have entered thousands of households, and become an important means for people to receive information. Compared with pictures, audio-visual products are characterized by vivid pictures and vivid voices. Folk culture can be disseminated through the production of audio-visual products on folk culture or the production of VCDs, DVDs and other means of selling TV specials or documentaries based on folk culture in the market. The National Geographic Channel (NGC) of the United States combines programs with education to popularize knowledge of humanities, nature, geography, science and technology. Programs on tangible/intangible cultural heritage of mankind account for a large proportion of the programs. NGC also produces VCDs, DVDs and other audio-visual products for global distribution. For example, it has published "Global National Geographic Magazine - Shining Civilizations", which introduces civilizations around the world, and one of the episodes is "Cuba - Carnival Celebration of a Remote Island", which looks at the primitive culture of the Cuban people through their carnival, and unveils the fascinating veil of this beautiful island country to the world. beautiful island nation. NGC's approach provides some new ideas for the dissemination of folk culture.

China has rich national cultural resources. From the perspective of festival culture alone, the festivals of all ethnic groups have dynamically preserved or reflected the original appearance of their traditional cultures in an extremely dynamic way. The festivals of some ethnic groups are both a visual display of folklore concepts and an artistic display of oral culture. In the case of the Tajik Festival of Lights, for example, before the festival, families make a number of small suet candles and one particularly large suet candle. During the two days of the festival, small candles are lit at home and at the family graveyard in accordance with certain rituals, and prayers and sacrifices are made. Each family also lights a large, specially made suet candle on the roof, makes a bonfire outside, and plays various games. If the video objectively reproduces the original state of this folklore matter, and then through post-production, with commentary, from the cultural level to deepen, so that people can not only understand the Tajik holiday customs, ancestral customs, but also understand the evolution of the national religious beliefs, in the fresh novelty to achieve the purpose of increasing knowledge.

On December 18, 2002, a symposium on the twelve mukhams of the Uyghur people in China was opened in Beijing, and VCDs, CDs, and DVDs of the twelve mukhams in the four languages of Uyghur, Chinese, English, and Albanian were issued at the same time at home and abroad. This is of great significance to the preservation, dissemination and development of the oral/intangible cultural heritage of the Uyghur people.

3. Television dissemination Modern civilization confines most people to the circle of family, and television has become a window for people to know the world and perceive the world, and television influences people's way of thinking and behaving subconsciously. In the dissemination of folk culture, on the one hand, we expect the media to do more documentaries and feature films reflecting folk culture, and to pay more attention to this area in urgent need of protection and development, and on the other hand, it is more necessary for local cultural and educational institutions to consciously and actively utilize the television media.

Taking the existing channel resources as an example, the CCTV International Channel's "Walking Through China" program introduces China's culture, history, nature, geography, etc. in the form of studio interviews + feature films (e.g., "Tea in Chaozhou", which was broadcast on July 18, 2003, introduces the tea culture of Chaozhou); "Let the World Understand You" takes the form of on-site filming + linking up with the leaders of the relevant foreign organizations to introduce China to foreign countries. Let the world know you" program adopts the form of on-site filming + linking the leaders of relevant foreign organizations to introduce China to foreign countries (for example, the program on July 1, 2003 introduced the tourist scenic area of Tongli from the cultural point of view by means of on-site filming team, recording team and linking up the CEO of a U.S. travel company and the manager of the Chinese department, and the two sides reached a verbal agreement to organize a group of tourists from the company to travel to Tongli); the program of CCTV's Western Channel, "Tourism Golden Line," focuses on the journey of the characters, and introduces to them the culture of tea. Character's journey as the main line, to introduce the audience to the tourist scenic area ...... The positioning of these columns basically includes the content contained in the material / intangible culture, you can call the hotline, log on to the program's website and other channels to provide clues to the column team to selectively push some of the traditional culture of the folk in front of the audience.

Additionally, it is also possible to produce a program reflecting national tangible/intangible cultural heritage in the form of a joint program with a TV station or contracting a particular program. For example, Urumqi TV has recently launched a travel channel, which is fully capable of utilizing the rich ethnic traditional culture of Xinjiang, or integrating unique ethnic customs into natural landscapes, or introducing the excellent cultural heritage of various ethnic groups. In this way, traditional culture can be disseminated, but also in line with the requirements of the development of tourism. Because one of the future development trends of tourism is that it is not enough for tourist areas to rely solely on natural scenery, but to rely more on a strong cultural heritage. Only the cultural flavor into the tourism industry, in order to attract tourists for a longer period of time.

4. Network communication The Internet has created a new form of communication, which integrates interpersonal communication, group communication, mass communication as a whole, greatly expanding the way of cultural communication. In the environment of network communication media, knowledge no longer exists only in the library shelves and books as in the past, but exists in the electronic space in the interlinked piece of information. Network communication breaks the boundaries between the disseminator and the recipient, and any organization or individual can disseminate knowledge and information on the Internet, providing people with a very ideal platform for cultural interaction and communication. The openness and equality of network communication make the global dissemination of traditional culture a reality.

At present, China has opened a number of websites about national traditional culture, such as China Folklore Network. But in order to make the national culture of a region to be reflected in detail, it is necessary to do something about the localization of the dissemination. For example, Xinjiang has many ethnic minorities and a rich and colorful ethnic folk culture. But it would be unlikely to try to reflect the diversity and richness of Xinjiang's folk culture on a national or comprehensive website. For example, on July 23, 2003, the Chinese Folklore Network's web page on costumes, for example, had 47 items of information on 17 ethnic groups, including Han, Yi, Tibetan, Shui, Miao, and Li, while there were only two items of information on the Uyghurs and Kyrgyz among the ethnic groups in Xinjiang, which was extremely disproportionate to the number of ethnic minorities in Xinjiang. Therefore, in order to expand the influence of local folk culture, we need to create our own folk website.

The above are some descriptions of the current situation of the dissemination of traditional folk culture in the communication media and some ideas for the better use of the media for the dissemination of traditional folk culture. In addition to the efforts of cultural workers themselves, the protection and dissemination of traditional culture still depends mainly on national legislation, the establishment of professional management institutions, the investment of funds and the effective coordination and support of all parties. If China's mass media can pay more attention to the cultural traditions of ethnic minorities, it will undoubtedly open a window on China's multi-ethnic folk culture corridor to a wider group of people and to the world.

In the new century, cognizing culture, society and human beings themselves through communication will become a change in the history of human cognition. The development of traditional culture has been affected by the modernization of communication methods, which is becoming more and more obvious. Culture needs communication to continue and develop, and making full use of modern means of communication to protect and develop traditional culture will be an arduous task.

(The author is from the Department of Journalism, College of Humanities, Xinjiang University)

References:

1. Northwest Ethnic Studies, 2003, No. 1 and No. 2;

2. Zhuang Xiaodong, Cultural Communication: History, Theory and Reality, People's Publishing House, 2003;

3. (American) Werner Szafrin / James Jr. (American) Werner Severin / James Tankard, Jr. (US) Werner Severin / James Tankard, Jr: Communication Theory: Origins, Methods and Applications, Huaxia Publishing House, 2002;

4. （Mark Post: The Second Media Age. (U.S.) Mark Post: The Second Media Age, Nanjing University Press, 2002;

5. Wu Wenhu: Introduction to Communication, Wuhan University Press, 2000;

6. Chinese folklore network.