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最近几年,网络直播特别是秀场类直播这一异军突起的现象引起了社会各界的关注。其中最重要的原因是网络直播的市场份额不断扩大,其次是因为关于网络直播内容低俗的报道不断出现。本文从解读目前网络直播平台的现状特点入手,结合目前直播内容出现的“文化饥饿”现象,探究将传统民俗文化融入到现代网络直播平台的价值。研究发现,传统民俗利用现代网络直播平台进行传播,不仅可以打破传统民俗的宣传力度低的一大瓶颈,给传统民俗艺术带来生机,还可以丰富直播内容,实现高质高效供给。
In recent years, the phenomenon of the sudden emergence of webcasting, especially the live broadcast of live shows, aroused the public’s attention. The most important reason for this is the growing market share of live webcasts, followed by the continuous appearance of vulgar coverage of webcasting content. This article begins with the analysis of the present situation of the webcasting platform and the value of “cultural hunger” appearing in the livecasting content to explore the value of integrating the traditional folk culture into the modern webcasting platform. The study found that the traditional folklore spread by using the modern webcasting platform can not only break the low bottleneck of traditional folklore, bring vitality to the traditional folk art, but also enrich the content of direct broadcast and realize the high quality and efficient supply.