中文摘要：良渚是实证中华5000年文明史最直接有力的证据。良渚古城遗址于2019年成功入选世界文化遗产名录后，受到国内外大众广泛关注，其知名度和影响力迅速提升。数字人文时代，媒介载体推陈出新，日新月异。由此如何实现对良渚文化遗产覆盖面更广、更深层次的大力传播亟待探索。基于跨媒介传播理论，本文梳理了良渚文化遗产的国内外研究现状，并对申遗前良渚文化的传统媒介传播进行了阐释分析，指出传统媒介传播的局限性；本文同时解读了申遗后良渚文化的新媒介传播，归纳出跨媒介传播对推广良渚文化的优势和重要作用。本研究为良渚文化在新媒体时代下的传播拓宽了思考维度和发展路径，有利于在大遗址文化遗产传播中树立典范，塑造创新发展的样板。 

关键词：良渚文化遗产；媒介；跨媒介传播

Contents

Abstract

中文摘要

1. Introduction-1

2. Literature Review of Related Studies on Liangzhu Cultural Heritage-3

3. Cross-media Communication Theory-5

3.1 Overview of cross-media communication theory-5

3.2 Advantages of cross-media communication-7

4. Traditional media Dissemination of Liangzhu culture during the pre-inscription era-8

4.1 History of the discovery of the Liangzhu culture site-8

4.2 Characteristics of Liangzhu Culture Communication under Traditional Media-11

4.2.1 Strong regional audience and limited communication impact-11

4.2.2 One-way dominant communication, lacking interactive mechanisms-12

5. Cross-media communication of Liangzhu cultural heritage in the post-inscription era-13

5.1 The application of new media communication in Liangzhu culture at home and abroad-13

5.1.1 Domestic cross-media platforms to promote Liangzhu-13

5.1.2 Foreign cross-media platforms for understanding Liangzhu-15

5.2 The role and significance of cross-media communication of Liangzhu culture-16

6. Conclusion-17

References-18