文章通過文獻調研歸納與厘清非遺保護及其傳播、民俗及其傳播的內涵、特點等要素,宏觀把握非遺民俗傳播的特征;采用時間序列分析、內容分析等方法梳理民俗在媒體語境下的傳播現狀;通過繪制節氣民俗知識圖譜形象表達要點、對比官方宣傳與自媒體傳播差異等,剖析存在的問題——非遺民俗傳播存在隨意、區域分布不均、低級重復等現象,且與人們生活漸行漸遠,并提出建議。

Based on a literature review,this paper first summarizes the elements and characteristics of intangible cultural heritage,folkways and their disseminations,and clarifies the differences between them as well. Then,through time series analysis and content analysis, it makes an analysis of the dissemination of folkways in the context of mass media. Besides, it draws a knowledge map of 24 solar terms to show the key points, make comparisons between official propaganda and self-media communication,and so on. It is found out that there are some serious problems in the dissemination of intangible cultural heritage folkways,including the randomness,uneven distribution and low-level repetition of dissemination. As a result,intangible cultural heritage folkways have been far away from human daily life. More attention should be paid to such problems,so as to contribute to the construction of China’s cultural power and the rebuilding of China’s cultural self-confidence.