厦门答嘴鼓的传播困境与发展策略

[摘要]以厦门本岛为主要调查区域，选择不同年龄、性别、学历和职业的人群进行问卷调查，以研究厦门答嘴鼓的传播现状。调查结果显示答嘴鼓的传播形态、途径、内容、地域、效果都不甚理想。其传播危机主要根源于城市化、现代化和消费主义影响下的娱乐多样化。答嘴鼓要打破自身的传播瓶颈，应该从适度商业化、培养小众文化、学习台湾经验、开拓传播平台和加强地方性教育等方面加以努力。

Dazuigu Crosstalk in Xiamen:Transmission Difficulties and Developmental Strategies

Abstract： The paper studies the transmission difficulties of Dazuigu Crosstalk through surveys to people varying in age, gender, educational background and occupation in Xiamen. Results reveal that Dazuigu Crosstalk faces a serious crisis with poor performance in either form, media, content, or coverage. Urbanization, modernization and variety of entertainment have much to do with its extinction threat. Commercialization in part, cultivating minority culture, learning from Taiwan experience of variety show, building new transmission platforms and improved local publicity are some measures to help it survive and grow.