| 徐慧,胡俊.基于“5W”模式的徽墨工艺品牌数字化传播策略研究[J].安徽建筑大学学报,2026,34(2):77-88 |
| 基于“5W”模式的徽墨工艺品牌数字化传播策略研究 |
| Research on Digital Communication Strategies for the Huizhou Ink Craft Brand Based on the Lasswell CommunicationModel |
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| DOI： |
| 中文关键词: 徽墨 传统手工艺 品牌传播 数字化 非物质文化遗产 |
| 英文关键词: Huizhou ink traditional craftsmanship brand communication digitalization intangible cultural heritage |
| 基金项目:国家社科基金艺术学一般项目（25BG161） |
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| 中文摘要: |
| 数字化传播能够有效提升大众对中国传统手工艺品牌的认知水平，助力老字号品牌活化，推动传统工艺创新发展。为优化徽墨工艺品牌及其传播体系，本文依据拉斯韦尔传播学“5W”模式，从品牌传播的主体、内容、渠道、受众、效果五个核心维度，深入探究数字化时代下徽墨工艺品牌的传播现状与现实挑战，对徽墨传播策略的构建进行功能探析，进而优化传统手工技艺活态发展与文化传承路径。研究通过《寻墨》APP设计与品牌视觉设计的具体实践，提升传统工艺品牌传播效能，为传统手工技艺的活态传承提供实践支撑。 |
| 英文摘要: |
| Digital communication can enhance public awareness of traditional Chinese handicraft brands, facilitate the revitalization of time-honored brands, and achieve the innovation of traditional crafts. To optimize the Huizhou ink handicraft brand and its communication system, this study draws on Lasswell´s communication model, systematically examines the current state and challenges of Huizhou ink brand communication in the digital era from five dimensions — communicator, content, channel, audience, and effect — and explores the functional mechanisms of constructing communication strategies for Huizhou ink. The study optimizes the paths for the living inheritance and cultural transmission of traditional craftsmanship. Through the specific practices of designing the Xun Mo App and brand design, it enhances the communication effectiveness of traditional craft brands and promotes the living inheritance of traditional handicrafts. |
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