Research On The Dissemination Of Guangxi Zhuang Embroidery Handicrafts In The New Media Era

Guangxi is a frontier province with Zhuang Ethnic Group as the main body and multi-ethnic distribution.The cultural thoughts of different ethnic groups,branches and regions converge here,forming a unique folk custom.It also endows Zhuang handicraft with unique cultural attribute,aesthetic value and economic value.As an important part of intangible cultural heritage and a cultural and creative category that highlights the characteristics of Zhuang Ethnic Group in Guangxi,Zhuang ethnic group embroidery handicrafts in Guangxi are affected by many factors,such as the content of traditional communication channels is difficult to attract attention,the use of new media communication methods is not in place or absent and so on.The inheritance and protection of cultural heritage has encountered bottlenecks,and there is a certain development fatigue.In the era of new media,excavating the profound cultural connotation of Zhuang embroidery crafts,using the new media communication strategies to carry out digital communication based on the original mode of communication,is conducive to shaping the positive external image of Zhuang,and is conducive to protecting the traditional ethnic crafts.It is conducive to promoting the development of cultural and creative industries in ethnic regions,and the economic benefits are expected to improve the poverty situation of the area.Based on the analysis perspective of communication science,this paper will take Guangxi Zhuang embroidery crafts as the research object,through the analysis of its communication status,communication conditions and significance,communication mode,communication characteristics and effects in the new media era,explore the communication rules and methods of Zhuang embroidery crafts in the new media environment,and comb out the rules and optimization strategies of new media communication,so as to provide reference for the future The communication subjects of domestic national handicrafts provide useful ideas on the selection of communication path and the presentation of content.This paper mainly consists of the following parts.The introduction defines the concepts of "new media","Zhuang embroidery crafts" and "crafts communication".It points out that "Guangxi Zhuang embroidery crafts" are made by Guangxi Zhuang people using Zhuang embroidery skills and handicrafts.The physical form of national flavor and regionality produced mainly by production.On this basis,this paper defines the communication attribute of Zhuang embroidery crafts,and points out the significance of studying Zhuang embroidery crafts in the context of new media.The first chapter briefly introduces the Zhuang ethnic group,discusses the embroidery of the Zhuang ethnic group in Guangxi from the aspects of embroidery method,pattern and characteristics,and combs the types,themes,symbols and functions of the research objects.In addition,combined with the existing data such as historical records,document research and development reports,it reviews the spread of Zhuang ethnic group embroidery crafts in ancient,modern and contemporary times.The second chapter focuses on the dissemination conditions and significance of Guangxi Zhuang embroidery crafts in the new media era from the perspective of policy,capital,society,industry,technology,new media and so on,indicating the feasibility and necessity of using new media to spread Zhuang embroidery crafts.The third chapter selects the communication examples of Guangxi Zhuang embroidery crafts in new media and the scene communication combined with tourism and festivals,and comments on the spread of Guangxi Zhuang embroidery crafts using new media and new technologies in the context of new media.Meanwhile,he research object is compared with the new media dissemination situation of Yunnan Zhuang embroidery crafts and other ethnic embroidery crafts,in order to provide a reference for the optimization of the spread of Zhuang embroidery crafts.From the perspective of communication,the fourth chapter discusses the communication characteristics and effects of Guangxi Zhuang embroidery crafts in the context of new media,from which problems can be found and aspects that can be improved.The fifth chapter is problem oriented,pointing out the shortcomings:the lack of changes in the old media agenda setting,the insufficient use of new media,the marketing development blocked due to the lack of product design innovation,etc.,and puts forward the optimization suggestions of Guangxi Zhuang embroidery crafts in the new media era from the Perspective of products,media communication,users and inheritors.