Research On Insentive Mechanism Of Learning And Disseminating Excellent Traditional Culture On The Background Of Media Convergence

With the development of media convergence, ordinary people can not only getinformation conveniently, but also participate in the production and communicationof media content by modern communication tools. The power of grassrootsaggregation became a new feature in today’s cultural communication, which makesit possible and brings new opportunities for ordinary people to learn and disseminateexcellent traditional culture. In view of this, this research starts from mediaconvergence perspective, discusses its concept and characteristics, points out theimpacts it brings on excellent traditional culture. Media convergence has a positiveimpact on promoting convenience of learning and communication, enhancinglearning experience, and stimulating cultural innovation. At the same time, thispaper analyzes the implications and limitations of three typical cases of ChineseClassic Reading, Lecture Room and Red-text, which show that the learning way ofordinary people becomes more networked and mass media as well as grassrootsparticipate in traditional culture communication together. Media convergence helpsto strengthen this trend.The incentive mechanism bases on Gagne’s information processing learningtheory and Henry Jenkins’ convergence culture theory about participatory cultureand collective intelligence. According to Gagne’s theory, problems occur in ordinarypeople’s learning, the attention stage lacks, the learning motivation is weak, learningplatforms and communication channels are limited. So this paper summarizes thebasic requirement and principle, and structure the incentive mechanism ofattention-study-action-custom. According to the mechanism, there are fourstrategies: take attention strategy, build a traditional culture leaning platform in thenew media, a social media platform for interaction and creation, and a virtualcurrency incentive system. This research just wants to explore an effective way tomotivate ordinary people to learn and disseminate Chinese traditional cultureconsciously.