摘要：随着互联网的发展，我国传统文化的传播由于后现代文化的冲击，传播环境的变化以及外来文化的威胁等，面临尴尬的现状。然而分析发现，“互联网+”时代，传统文化传播途径拓宽，基于社群的共享提高文化的生产与创作，传播符号立体多样化以及用户参与度极大提升等，传统文化传播迎来新的契机。同时，跨平台、跨文化、移动终端传播等新方式为传统文化的传播注入新活力。但在实际传播中也存在瓶颈，主要包括缺少适应微文化传播的特点、缺乏互联网思维及传播渠道单一等。基于此，将提出跨平台联合，加强文化互动及树立品牌意识，提高文化辐射力等创新性建议，使我国的传统文化能够在新时期借助互联网获得进一步传播。48838

毕业论文关键词：互联网+；传统文化；文化传播；文化产业 

Research On The Strategy of Chinese Traditional Culture Communication In The Background of “Internet +”

Abstract：With the development of the Internet, due to the impact of postmodern culture,the change of the communication environment and the threat of foreign culture the spread of Chinese traditional culture communication, the threat of foreign culture, faced a number of challenges. However analysis found that,in the "Internet +" era, the transmission route of traditional culture widen, the share based on the enhanced cultural production and creation of community. Communication symbol became solid and persified as well as user participation dramatically increase, traditional culture faced a new opportunity. Meanwhile, cross-platform, cross-cultural, mobile terminal transmission and other new ways to inject new vitality into the transmission of traditional culture. But in practice there are bottlenecks in the spread, including lack of character adapting micro-culture and the internet thinking communication channel is single. Based on this,we will provide a series of innovative proposals, such as combined cross-platform, strengthening cultural interaction and establish awareness  of brand, to improve the influence of our traditional culture, which will broden the transmission area of our traditional culture with the help of the internet in the new era.

Key Words：Internet + ；Tradition culture；Cultural communication；Culture industry

目    录

摘  要 1

Abstract. 1

一、当前我国传统文化传播的现状 2

（一）受到后现代文化的冲击 2

（二）传播环境的变化 3

（三）受到西方文化的威胁 3

二、“互联网 +”下我国传统文化传播的契机 4

（一）传播途径拓宽 4

（二）传播符号立体多样化 5

（三）用户参与度极大提升 5

三、“互联网 +”下我国传统文化传播的方式 6

（一）数字化传播 6

（二）跨平台传播 7

（三）跨文化传播 7

（四）移动终端微传播 7

四、“互联网 +”下我国传统文化传播中的瓶颈 8

（一）缺乏适应微文化传播的特点 8

（二）缺乏互联网思维 9