Research On Traditional Culture Communication On Bilibili Platform Under The Background Of Participatory Culture

In mass participation of the new media era,traditional culture trends relying on platforms such as Bilibili are gradually emerging.Users share traditional cultural works by themselves and attract a large number of attention with expression forms.Bilibili is a multi-cultural and highly interactive platform.To study the phenomenon of traditional culture communication on Bilibili can provide new ideas for the effective communication of Chinese excellent traditional culture among young groups.This study used literature analysis,participatory observation and content analysis.Based on the broad category of cultural communication,it regarded production as the basis of cultural communication,used the theory of Participatory Culture and taked Bilibili as the research starting point.From perspectives of production and interaction,this paper made a detailed analysis of the main body and contents involved in the production of traditional culture,the characteristics,the platform's incentive measures for the communication of traditional culture,and the participatory interaction phenomenon in the process of communication.It discussed the influence of the participatory cultural phenomenon on the communication of traditional culture.Through analyzing,it discusses the limitations in the participation gap among participants,the participation of experts in traditional culture communication and the presentation of traditional culture content.The existing problems are put forward to improve the public media literacy and traditional cultural quality,suggest experts use new expression to spread traditional culture,strengthen the supervision of platform content to optimize the communication of traditional culture in the new media era.