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在文化传承行政手段控制有余影响不足、传承方式单一形式单调的情况下,兼具媒体属性和社交属性的社交媒体所具有的特点对文化传承具有特殊的意义,使其在传承主体、内容、渠道、对象和效果等方面有较大的优势。相关部门可依托社交媒体的平台及社会化关系网络,控制与影响并重,通过培育意见领袖、拓宽传承渠道、设置议程等方式进行文化传承。
Under the circumstance of insufficient control over the means of cultural heritage administration and monotonous inheritance, the characteristics of social media, which have both media attributes and social attributes, are of special significance to cultural inheritance, so that they are of special significance in the inheritance of subjects, content and channels , Objects and effects have greater advantages. Relevant departments can rely on the platform of social media and the network of social relations, both control and influence, through the cultivation of opinion leaders, broaden the transmission channels, set the agenda and other ways of cultural heritage.