李春笑 王燕珍 曲洪建

摘要： 纺织类非遗具有较强的文化价值、经济价值等，然而纺织类非遗的发展存在大众认知度不高等诸多问题，有效的传播策略对提高大众对非遗认知度有重要意义，因此文章基于百度指数对纺织类非遗的公众关注度进行分析。结果表明：与传统民俗相关的纺织非遗关注度时间规律性较强，受民俗活动、旅游季等影响较大;传统美术类与技艺类纺织非遗受突发事件影响较大，影响关注度的突发事件为科教纪录片、非遗活动、时政等;经济、教育、纺织服装业发展较好与当地政府对非遗发展较为重视有关，该地区对纺织类非遗关注度较高。由此，根据关注度时空特征对纺织类非遗传播提供对策建议。

关键词： 纺织;非物质文化遗产;百度指数;传播策略;时空特征

中图分类号： TS941.1

文献标志码： A

文章编号： 10017003（2021）01005207

引用页码： 011109

DOI： 10.3969/j.issn.1001-7003.2021.01.009（篇序）

Study on spatial and temporal characteristics of textile intangible cultural heritageand its communication strategy： an empirical analysis based on Baidu index

LI Chunxiao， WANG Yanzhen， QU Hongjian

（School of Textiles and Fashion， Shanghai University of Engineering Science， Shanghai 201600， China）

Abstract：

Textile intangible cultural heritage has strong cultural and economic value. However， the development of textile intangible cultural heritage has many problems like low public awareness， and effective communication strategies are of great significance for improving the public awareness of intangible cultural heritage. The paper analyzes the public attention of textile intangible cultural heritage based on Baidu index. The results show that： the textile intangible cultural heritage related to traditional folk customs has a strong regularity of attention time， which is greatly influenced by folk activities and tourism seasons. The intangible cultural heritage of traditional arts and crafts is greatly affected by emergencies. The emergencies that affect peoples attention are scientific and educational documentaries， intangible cultural heritage activities and current politics， etc. The good development of the economy， education and textile & garment industries is related to the local government which pays more attention to the development of the intangible cultural heritage， and the area pays more attention to the textile intangible cultural heritage. Therefore， countermeasures and suggestions are provided for the dissemination of textile intangible cultural heritage according to the temporal and spatial characteristics of attention.

Key words：

textile; intangible cultural heritage; Baidu index; communication strategy; spatial and temporal characteristics

2018年5月21日，经商财政部同意，文化和旅游部、工业和信息化部在各地推荐的基础上，制定了《第一批国家传统工艺振兴目录》，目录中共383项非遗项目，纺织类非遗占104项，近三分之一。中国纺织工业联合会于2017—2019年连续三年举办了中国纺织非物质文化遗产大会。各方对于纺织类非遗越来越重视，徐昕玥等[1]、安妮等[2]对纺织类非遗的资源进行了整理研究，另有学者对基于服装产业链的纺织非遗传承[3]、纺织类非遗产业化适应性[4]、实施路径等问题进行了研究。纺织类非遗现存问题主要有：人才匮乏;产品创新不够;市场混乱;销售渠道单一;消费者认知度底，需求量小;产业链不完全;发展不平衡等。……