目录

●传 播 篇
2024 年度非遗传播数据 ····························································································· 2
一、数据来源 ············································································································· 2
二、评价体系 ············································································································· 2
三、评价方法 ············································································································· 3
四、数据分析结果 ······································································································ 6
2024 年度非遗重点活动 ··························································································· 27
一、特别致敬非遗活动 ····························································································· 27
二、拥有传播影响力非遗活动 ··················································································· 32
2024 年度非遗传播分析 ··························································································· 40
一、2024 年非遗传播话题 ························································································· 40
二、媒体传播分析 ···································································································· 45
三、网民态度分析 ···································································································· 50

平 台 篇
抖音：助力非遗发展“新”力全开 ············································································ 55
一、提升数字能力，扶持非遗“新传人” ··································································· 55
二、创新传播手段，激发非遗“新表达” ··································································· 56
三、发挥平台优势，搭建非遗“新舞台” ··································································· 58
四、强化市场能力，带动非遗“新消费” ··································································· 59
五、彰显文化标志，引领非遗“新文旅” ··································································· 60
快手：助推非遗传承，拓展“以艺养艺” ··································································· 62
一、助力非遗传承，焕发传统技艺新光彩 ································································· 62
二、驱动非遗变现创新，拓展“以艺养艺”路径 ······················································· 65
三、推动非遗技艺传承，深化培训探索实践 ······························································ 66
四、扶持戏曲创新传承，搭建非遗数字新舞台 ·························································· 67
微博：构筑非遗传播新生态 ······················································································ 68
一、非遗生态数据洞察 ····························································································· 68
二、促进跨界协同焕新非遗 ······················································································ 71
三、以非遗为抓手，多维驱动地方文旅发展 ······························································ 72
四、非遗在微博传播的四大趋势 ··············································································· 73
淘宝天猫：促进非遗消费，助力非遗传播 ································································· 75
一、用平台链接消费者，积极传播非遗商家故事 ······················································· 75
二、助力拓展非遗市场，让全球消费者了解喜爱非遗 ················································ 76
三、赋能非遗商家创新营销方式，提升品牌价值 ······················································· 76
四、助推非遗知识普及传播，深化文化浸润效果 ······················································· 78
五、支持非遗技艺传承，强化线上经营能力 ······························································ 79

观 察 篇
传播主体：从政府主导到多元协同的生态体系持续完善 ············································ 83
一、政府主管部门：从管理向服务的转变 ································································· 83
二、非遗传承人：从技艺守护到文化传播的角色拓展 ················································ 85
三、社会组织：从桥梁纽带到协同枢纽的功能强化 ··················································· 86
四、青年群体：从传播参与到活力引领的角色升级 ··················································· 87
五、市场与社会力量：从边缘参与到核心驱动的作用凸显 ········································· 89
传播对象：从广泛覆盖到精准触达的策略升级 ·························································· 92
一、面向社会公众：全民参与的文化共鸣构建 ·························································· 92
二、面向青少年群体：文化基因传承的未来工程持续推进 ········································· 93
三、面向特定区域人群：国家战略的精准赋能实施 ··················································· 93
四、面向国际社会：文明互鉴的中国故事传播 ·························································· 94
传播渠道：从单一路径到全域矩阵的立体构建 ·························································· 95
一、线下实体渠道：从静态展示到活态体验的空间革新 ············································ 95
二、线上数字渠道：从信息存档到互动共创的媒介升级 ············································ 96
三、教育与学术渠道：从知识普及到人才培养的功能整合 ········································· 96
传播内容：从传统复刻到当代表达的创意转型 ·························································· 97
一、从“技艺”到“生活”：活态内容的场景化呈现 ················································· 97
二、从“传统”到“潮流”：“国潮”内容的跨界破圈 ················································ 98
三、从“陈述”到“叙事”：故事化内容的深度挖掘 ················································· 98
传播活动：从单点展演到品牌矩阵的系统布局 ·························································100
一、重量品牌活动：形成强大的全国性带动引领作用 ···········································100
二、区域性协同活动：服务国家战略的联动平台搭建 ···············································101
三、主题性特色活动：垂直领域的精准靶向实施 ······················································102
四、国际交流活动：文明互鉴的对话桥梁搭建 ·························································102
传播方式：从单向灌输到交互共创的范式革新 ·························································104
一、沉浸式体验：从“旁观”到“入景”的感官革命 ···············································104
二、IP 化运营：从“项目”到“品牌”的价值升维 ··················································105
三、跨界融合创新：从“独行”到“共舞”的生态构建 ···········································105
四、全民共创共享：从“精英叙事”到“大众书写”的转向 ····································106
传播技术：从辅助工具到核心驱动的动力变革 ·························································107
一、数字存档与智能修复技术：传承基础的数字筑牢 ···············································107
二、新媒体与电商技术：传播转化的高速通道构建 ··················································107
三、沉浸式与交互式技术：体验维度的超现实拓展 ··················································108

案 例 篇
特别致敬非遗活动案例集锦 ·····················································································110
案例一 “欢欢喜喜过大年”2024 年春节主题活动 文旅惠民成效显著 ····················110
案例二 2024 年“文化和自然遗产日”非遗宣传展示活动 强保护、促传承、
    添活力 ·······································································································113
案例三 第八届中国非物质文化遗产博览会 多元展示赋能非遗传承创新 ···············115
案例四 2024 屈原故里端午文化节 文旅融合擦亮宜昌名片 ····································117
案例五 2024 年“文化进万家——视频直播家乡年”活动 非遗年俗“云端”
    焕彩全民共飨 ····························································································118
案例六 “海丝起点 清新福建——非物质文化遗产展演”活动 非遗盛宴促文化
    互鉴 ··········································································································120
案例七 2024 年“茶和天下 共享非遗”主题活动 以茶为媒促非遗传承助力
    茶企发展 ···································································································121
案例八 “广西三月三·八桂嘉年华”活动 大地飞歌赏非遗 ···································122
案例九 2024“新疆是个好地方”对口援疆非遗展示活动 多省联动展非遗魅力 ······124
案例十 第十四届中俄文化大集活动 为中俄友谊注入强大文化动力 ······················126
拥有传播影响力非遗活动案例集锦 ···········································································127
案例一 首届“天府非遗周”活动 多维赋能促非遗活态传承 ·································127
案例二 龙年非遗大集 双线融合举办，全面助力非遗守正创新 ·····························129
案例三 2024“国际茶日”主题系列活动 推动茶文化与非遗传播传承显成效 ········131
案例四 第二届中国非物质文化遗产保护年会 带动非遗发展及文化传承创新 ········132
案例五 2024“点亮中国灯”——龙年灯会灯彩迎新春全国主会场活动 非遗
    灯彩融合科技绽放文化魅力 ·······································································133
案例六 2024 大理白族自治州“三月街”民族节 文旅体融合引百万游客共赴
    盛宴 ··········································································································134
案例七 全国“古城过大年”活动 引客增效促发展 ···············································136
案例八 2024 非遗影像展 多种形式展现非遗魅力 ··················································137
案例九 气象万千——中国非遗保护实践主题展 展现非遗与现代生活交融实时
    图景 ··········································································································138
案例十 2024 年山东省非物质文化遗产月 丰富人民群众节日文化生活 ··················139
案例十一 “舞动中国龙”——龙舞大巡游 弘扬传统文化 激发民族精神 ··············140
案例十二 第三届湖南非遗博览会 大湖之南“湘”遇盛宴 ····································141
案例十三 2024 年丹寨非遗系列活动 盛装巡演“亮”非遗 ····································142
案例十四 2024 中国非遗面食大会 解锁非遗美味 ··················································143
案例十五 2024“二月二”老龙头全国舞龙大会 彰显中华龙文化传承 ···················144
案例十六 京津冀非物质文化遗产联展 “遗”脉同源启新篇 ···································145
案例十七 第四届三亚南山非遗节 讲好海南非遗故事 ···········································146
案例十八 陕西省首届非遗发展大会 激活非遗激活“发展力” ·······························147
案例十九 “激情彭州·龙兴龘龘”彭州非遗音乐大集 点亮人民美好生活的
     新模式 ···································································································148
案例二十 首届黄河非遗美食月 跨省联动讲好“黄河故事” ···································149
致谢 ························································································································150__