农业文化遗产传播的三维建构及其共享发展的实践路径

The Three-Dimensional Construction of Agricultural Heritage Communication and the Practical Path of Its Shared Development

中文关键词:  乡村振兴  农业文化遗产  文化遗产传播  共享发展

英文关键词:rural revitalization  agricultural cultural heritage  communication of cultural heritage  inclusive development

中文摘要:

      在乡村振兴战略与媒介生态深度融合的背景下,农业文化遗产逐步由静态保护对象转向可传播、可共享的文化资源。从传播学视角出发,将农业文化遗产界定为可再编码、可协同、可共享的传播型资源,强调传播机制在推动其价值转化中的中枢作用。基于共享发展理念,构建了由经济传播、生态传播与文化传播构成的三维传播机制,并通过案例分析揭示三类机制在媒介结构中的协同关系。在此基础上,进一步辨析现实传播实践中内容表层化、机制碎片化、认知断裂化与平台失衡化等典型困境,提出内容共创、机制共建、社群动员与平台共享的优化路径。研究认为,农业文化遗产传播的核心价值不在于形式再现,而在于通过传播实现认知共建与社会共识,其本质是一个动态生成的文化共享过程。

英文摘要:

      Against the backdrop of the rural revitalization strategy and the deep integration of media ecology,agricultural cultural heritage has gradually transformed from a static object of protection into a communicable and shareable cultural resource.From the perspective of communication studies,this paper defines agricultural cultural heritage as a communicative resource that is re-codeable,collaborative,and shareable,emphasizing the central role of communication mechanisms in driving its value transformation.Based on the concept of inclusive development,the study constructs a three-dimensional communication mechanism composed of economic,ecological,and cultural communication dimensions,and analyzes their synergistic functions within media structures through case studies.Furthermore,it identifies key dilemmas in current communication practices, such as superficial content,fragmented mechanisms,cognitive disconnections,and platform imbalances and proposes optimization paths including content co-creation,mechanism collaboration,community engagement,and platform accessibility.The study argues that the core value of agricultural cultural heritage communication lies not in mere formal representation, but in achieving cognitive co-construction and social consensus through dynamic,participatory cultural sharing processes.