On The Dissemination Of The Longmu Culture In The Context Of All-media

The Longmu culture refers to the entire social spiritual life style in the Xijiang River Basin,which is motivated by the totem worship of Longmu,centered on the legend of Longmu,and based on Longmu temples.The Longmu culture is the integration of two cultures in Lingnan regions and central plains,the essence of Xijiang culture and the precious resource for the economic development in the Xijiang River Basin as well.The development and dissemination of the Longmu culture not only has a significant role in promoting the economic development of the Xijiang River Basin,but it also has a great impact and practical significance in shaping Chinese culture.The domestic research on the Longmu culture originated in the early 20 th century and began to be paid attention to in the 1980 s.The scholars such as Liu Shouhua,Ye Chunsheng,Jiang Minzhi and Chen Yushuang successively studied the legend and evolution of the Longmu culture,and studied the origin,development,history and belief of the Longmu culture from the perspectives of literature,history and ethnology,etc.In the 21 st century,with the rise of tourism,many scholars have extended the research on the tourism value of the Longmu culture,and put forward the strategies in combination with the industrial development.However,the research on the Longmu culture from the perspective of communication is still a blank.Since China’s reform and opening up,Guangdong and Guangxi have gradually increased protection and propaganda for the heritage of the Longmu culture.In addition to invest heavily in the repairs of Longmu temples,palaces halls and monuments,and in the complete sets of cultural squares,etc.,the two regions hold culture and tourism festivals,publish books,foster literary and artistic creation,and seek media publicity,so as to establish the Longmu culture brand,and it has achieved good results.However,the publicity of the Longmu culture is dominated by the government,and the publicity means are relatively traditional.There is still lack of fame and insufficient exploration of the Longmu culture’s connotation.With the rapid development of information technology,especially the Internet technology,and with the constant innovation of use modes of the mass media,the dissemination mode of comprehensively adopting multi-media and multi-terminal has brought in the all-media dissemination era.The media environment,public opinion environment and dissemination situation of cultural communication have changed significantly,which not only provides a broader space for the communication of the Longmu culture,but also brings more challenges and requirements.How to develop traditional culture in modern society and show new vitality is an issue that every folk culture may face.In the Xijiang River Basin,there is a vast area in which Longmu with great potential is worshiped by a substantial number of people,but its spread and influence among the younger generation have been gradually weakened.In the situation where cultures become more or less alike,this thesis,with the help of the all-media and the appropriate and effective modes of dissemination,aims at finding out the core value of the irreplaceable Longmu culture,and the advanced,scientific cultural essence from the Longmu culture adapting to the spiritual needs in the present society,so as to spread the Longmu culture.From the angle of the relationship between the Longmu culture and media communication,the thesis analyzes the opportunities and challenges which all-media brings about to the Longmu culture,and the current status of the dissemination of the Longmu culture in the context of all-media.Furthermore,the thesis probes into the existing problems and limitations in the dissemination,and some strategic thoughts have gone into the image and the culture of Longmu via disseminating entity,audience,contents,media,etc.To begin with,we should motivate the dissemination body.The initiative of the main body disseminating the Longmu culture should be fully mobilized.For example,the staff of Longmu culture temples and tourism departments,relevant performance groups,and journalists,editors,writers and bloggers of various communication platforms should be mobilized to plan and organize the Longmu culture-related activities.Secondly,we should innovate the contents of dissemination.We should fully explore materials which are beneficial to improve the Longmu culture’s reputation and to help to set up its positive image of benefiting the world,create this sort of culture works which accord with the present mainstream values,organize public benefit activities which take the Longmu culture as their core,launch culture and tourism related products which are Longmu culture-centered and are of educational and entertainment significance,in order to forge this kind carrier of transmitting culture.Last but not least,we should extensively take advantage of different transmission channels.In addition to using ceremonies,activities,performances,news,audio and video data,interpersonal communication,and other forms of common media,we should speed up the convergence of all-media,give full play to sites,clients,Tencent and other kinds of new media platforms,make full use of domestic and foreign social media like Toutiao,Youku,WeChat,Weibo,Douyin,Bilibili,Twitter,Youtube,and so forth,in order to disseminate creative and competitive media convergence products,and to improve the landing rate and the appeal in disseminating the Longmu culture.In summary,to better disseminate the Longmu culture,we should straighten out the internal mechanism of dissemination and formulate appropriate dissemination strategies.We should regard the dissemination of the Longmu culture as a pluralistic and complex system,consider the connections between the disseminating characteristics of immaterial culture and the operation rules of different media,in order to plan scientifically,arrange skillfully and optimize the allocation of disseminated resources.Hopefully,the thesis can help to promote the dissemination of the Longmu culture at home and abroad and its core competitiveness,for the goal of the economic prosperity and development in Wuzhou and the Xijiang River Basin as well.