洞头"妈祖平安节"是在传承和发展妈祖信仰基础上形成的官办民俗节日,其实质是传统民俗文化在现代社会传承和发展中的一种调适和变迁。从某种意义上看,这种调适和变迁具有必然性。政府、专家、民众以及他者的多元互动为洞头县妈祖信仰仪式共筑了一个节庆展演的场域。

Mazu(妈祖) Peace Festival of Dongtou(洞头) is an official cultural festival on the basis of inheritance and development of Mazu(妈祖) belief, and its essence is a kind of change and adjustment of traditional culture in the process of inheritance and development in modern society. In some sense, this kind of change and adjustment is inevitable. Government, experts, the masses, among others, together create a realm for festival exhibition and performance of Mazu(妈祖) belief ceremony.

妈祖是中国影响最大的女神之一,通过官方、庙宇、庙会、传说、会议形式的各具特色的传播,妈祖文化在海峡两岸影响广泛。在传播过程中,海峡两岸也各自存在很多问题:在大陆,妈祖诞生地的认知度很低;妈祖文化政策不明晰。在台湾,妈祖文化有世俗化现象;台湾与大陆的妈祖文化交流有待提高。在新时期,妈祖文化传播跟不上妈祖文化内涵的变化,要不断丰富妈祖文化的内涵;同时妈祖文化传播存在产业化程度低的问题,要加快并推进妈祖文化产业化发展。

Mazu is one of the most influential Chinese goddesses ,and Mazu culture has been transmit-ted through official promotion ,temples ,temple fairs ,legends and conferences ,and has left profound influ-ences on both sides of the Taiwan Strait .However ,in the process of transmission ,both sides are defective in some ways :In the mainland ,the birthplace of Mazu is less known and the government''s Mazu culture policy is vague .In Taiwan ,Mazu culture is secularized .And the communication between the mainland and Taiwan concerning Mazu culture needs improving .In the new era ,we need to continuously enrich the con-tent of Mazu culture and promote the industrialized development of Mazu culture .

以妈祖微博为例,通过定量分析,从两个向度揭示了妈祖文化在新媒体传播中的内容转型新趋势:一是娱乐符号化,包括妈祖专业微博与衍生微博内容的娱乐化;二是产业符号化,即妈祖文化符号向产业符号转化。这些都是妈祖文化媒介化的结果。

The thesis takes Mazu m icro-blog as an exam ple. Through the quantitative analysis, it reveals the transform ation of the content of Mazu Culture in the new m edia com m unication from tw o dim ensions. One is entertainm ent sym bolization, including Mazu professional m icro-blog and the entertainm ent of derivative m icro-blog. The other is industry sym bolization, nam ely the transform ation from Mazu Culture sym bol to the industrial sym bol.These are the results of m edium lization of Mazu Culture.

妈祖文化与传播活动密不可分,传播以文化为灵魂,文化因传播而存在。妈祖文化需要借助一定的传播手段才能成为社会文化的一部分,并在现实生活中发挥其文化正能量。现代传播是妈祖文化走向大众的物质与技术载体,使妈祖文化的价值得以体现,推动了妈祖文化思想的普及与提升。传播媒介的不断革新促进了妈祖文化内涵的不断丰富和变迁,并且直接塑造了妈祖文化的生产方式。当然,传播对妈祖文化的代际传承也产生了影响。在现代传播环境下,传播形态的具有包容性和开放性,在探索如何拓宽妈祖文化受众,特别是吸引年轻受众群体对于妈祖文化的关注,不妨多尝试。

Mazu culture is closely connected with modern communications . Culture is the soul of communication and communication is the reason of culture existence . The Mazu culture needs a certain modern communication means to become a part of social culture and exerts its culture positive energy in real life . Modern communication proves to be of a great tool in popularizing Mazu culture value and promoting Mazu culture thought . The innovation of new media promotes the enrichment of Mazu culture connotation and directly shapes the Mazu culture mode of production . Communication between generations of Mazu culture , of course , also had an impact . In modern media environment , by using either inclusive or open communication form , we should explore how to broaden the audience of Mazu culture and attract the attention of younger audiences to Mazu culture .

指出随着福建民众的海上生产和文化交流活动,妈祖文化在南海周边国家传播开来,成为南海周边国家民众的主要信仰之一。基于妈祖文化在南海周边国家的传播现状以及南海妈祖文化圈的形成,分析南海妈祖文化圈建设具有的机遇、存在缺失,探讨在南海周边国家建设妈祖文化圈的发展战略。

W ith the offshore production and cultural exchange of Fujian people,M azu Culture spread in the countries at the rim of the South China Sea. And it becom es one of the m ain beliefs of the people in those countries. Based on the present situation of the transm ission of M azu Culture and the form ation of M azu Culture circle,the paper discusses the opportunities and existing problem s in the construction of M azu Culture circle in the South China Sea. It proposes strategies about construction of the M azu Culture circle in the South China Sea.