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海派玉雕细腻、精美的雕刻和深刻的文化内涵使其成为宝贵的非物质文化遗产,同时极高的艺术价值、收藏价值和投资价值,使之成为现今玉雕市场中的一块瑰宝。然而,因为受到玉料价高、宣传不当等因素的冲击,渐渐远离了年轻消费者的生活。本文将传播平台作为研究切入点,通过调查、了解和详细分析现有的传播平台、结合成功案例,寻找适合海派玉雕传播的平台的建构对策。
Delicate exquisite carvings and profound cultural connotations of Shanghai jade carving make it an invaluable intangible cultural heritage, while the high art value, collectible value and investment value make it a gem in today’s jade carving market. However, due to the impact of high jade material prices and improper propaganda, it has gradually moved away from the lives of young consumers. In this paper, the communication platform as a research entry point, through the investigation, understanding and detailed analysis of the existing communication platform, combined with successful cases, to find a suitable platform for Shanghai jade carving communication construction countermeasures.