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传统文化是国家软实力的重要体现。但随着经济社会发展与外来文化的冲击,传统文化正在陷入流失、被破坏、甚至是消逝的窘境。作为以引导舆论为己任的主流媒体,应主动担负起弘扬与传播传统文化的重任,令文化传承在创新中得以延续。本文通过系列报道《致我们正在消逝的文化印记》成功范例的剖析,对主流媒体在文化新闻传播中的优势进行了简要梳理,并将央广的经验与创新在理论上进行了归纳、提炼和总结。同时指出,在新的传播格局下,主流媒体应顺势而为,利用多媒体矩阵的方式,让受众更全面、更多元地感受传统文化带来的视听魅力与心灵震撼,以实现文化认同。
Traditional culture is an important manifestation of the country’s soft power. However, with the impact of economic and social development and foreign cultures, traditional culture is falling into the dilemma of being lost, destroyed, and even vanished. As a mainstream media that guides public opinion as its own responsibility, it should take the initiative to shoulder the responsibility of promoting and spreading traditional culture so that cultural heritage can be renewed in innovation. Through the analysis of the success stories of the series of articles, “The Cultural Impression of Our Passing through,” this article briefly reviews the advantages of the mainstream media in the dissemination of cultural news and theoretically summarizes the experiences and innovations of the Central Government, to sum up. At the same time, it is pointed out that under the new mode of transmission, the mainstream media should follow the trend of using multimedia matrixes to let audiences experience the audio-visual charisma and spiritual shock brought by traditional culture in a more comprehensive and diverse manner in order to achieve cultural identity.