由于传统文化的生成环境及其价值取向不同于当代,加之其承载形式不易为当代人理解,所以传统文化的大众传播面临困境。传统文化大众传播的目的是提高大众的文化素质而不是培养学者,因而可以借助于大众媒介,多渠道传承。一是利用电视的强大覆盖优势,本着公益宗旨,普及传统文化;二是利用网络等数字技术,发挥文化事业职能,提供传统文化学习资源;三是开发传统文化资源,借助文化产品传承传统文化。%The situation of generation environment and value orientation of traditional culture are different from the current ones,and its bearing form is incomprehensible to modern people,thus it is unavoidable for traditional culture to be faced with dilemmas when promoted in public.The purpose of the massive advocates of traditional culture is to enhance the public＇s cultural quality instead of cultivating scholars,so the spreading of traditional culture can therefore be achieved through mass media and multi-channels.First,the overwhelming coverage of TV can be used to popularize traditional culture for the public interest.Second,the Internet and digital technology can be utilized to publicize cultural undertakings and offer traditional culture learning resources for the public.Third,traditional culture resources can be developed to spread traditional culture with the help of prolific cultural products.
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