今年端午节，河南卫视《端午奇妙游》收获观众好评。晚会分为庆端阳、品端阳、趣端阳、叹端阳4部分，用戏剧演绎的方式串联各个篇章，融合多种节目形式讲述节日故事，传播民俗文化。近年来，各类文艺晚会已成为传播传统文化的有力载体，尤其在吸引年轻受众上下足了功夫。笔者认为，总结以往经验，打造“文艺晚会+传统文化”的传播新形式，助力传统文化借大众传媒之力“出圈”，尤需在以下几方面着手。
文艺晚会要拥抱数字技术，充分开掘“文化+科技”的潜力，助力传统文化深入生活。随着数字技术发展，AR、VR、XR等技术不断被应用于晚会制作。融合传统文化与科技元素，往往能起到意想不到的传播效果。2022年江苏卫视春晚节目《粉墨》使用抠绿技术，将舞台上的戏曲表演融入水墨场景呈现在屏幕上，令人耳目一新。2021年央视春晚的武术节目《天地英雄》以及2020年湖南卫视春晚的舞蹈节目《霸王别姬》等，采用时空凝结技术，360度展示舞台上某一时刻的表演状态，让艺术美感在瞬间绽放。从近几年的一些大型文艺晚会来看，观众对戏曲、武术和中国舞节目的关注度有所提高，这与新技术带来的全新创作思路密切相关，反映出数字技术与传统文化的嫁接融合，是文艺晚会节目制作的一大创新方向。
文艺晚会要善借、巧借互联网“流量”，在优质内容与流量运营的平衡中，助力传统文化“出圈”。文艺晚会一方面需要有内涵、高质量的制作，另一方面也应巧妙突出亮点，通过新传播渠道扩大受众面。东方卫视借“朱洁静领衔再跳朱鹮太惊艳”“龚琳娜崇明方言唱山歌”等话题，吸引网友关注2021年《中秋梦幻夜》。“陕西春晚实现文化超脱”的话题让观众把目光投向“2022丝路嘉年华暨丝路春晚”。“酒香也怕巷子深”，互联网时代的文艺晚会应该用更年轻化的传播方式，激发观众兴趣。
文艺晚会要注重跨屏传播，打造国潮热点，在现象级传播中放大传统文化的艺术魅力。今天，新媒体平台日益成为人们获取信息的重要渠道。文艺晚会的优质节目内容可针对网络用户的偏好，实现在不同平台的二次传播。舞蹈《只此青绿》是2022年央视春晚上最“出圈”的节目之一。舞者凭借刚柔并济、张弛有度的演绎，将北宋时期的江南风貌注入现代人对山水景象的遐想，节目及其文化内涵受到持续关注，同时也让更多人感受到中国舞的难度和魅力，使传统文化有效融入更多人的生活。
文艺晚会作为创新传播传统文化的载体，是增强文化自信的重要方式。文艺晚会如何在厚植文化底蕴的基础上守正创新，不但“出圈”“破圈”，更能“融圈”，是值得业界思考的问题。张羽珺
来源： 人民日报海外版
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