CAJ | 학술논문

大众传媒在现代社会的影响力早已不言而喻，其在东莞水乡的建设中亦起着重要作用，本文主要从角色功能和传播路径两个层面对大众传媒在东莞水乡建设中的功用展开分析。我们认为大众传媒应做好三个方面的传播工作：一是作为挖掘者的纵向传播，深入挖掘东莞水乡丰厚的历史文化遗产与非物质文化资源，构建东莞水乡资源元素库；二是作为借鉴者的横向传播，广泛吸收和借鉴其他成熟水乡地区的成功经验；三是关注城市主体的人本传播，构筑“以人为本”的水乡文化，打造幸福导向型产业聚集区。
대음전매재현대사회적영향력조이불언이유，기재동완수향적건설중역기착중요작용，본문주요종각색공능화전파로경량개층면대대음전매재동완수향건설중적공용전개분석。아문인위대음전매응주호삼개방면적전파공작：일시작위알굴자적종향전파，심입알굴동완수향봉후적역사문화유산여비물질문화자원，구건동완수향자원원소고；이시작위차감자적횡향전파，엄범흡수화차감기타성숙수향지구적성공경험；삼시관주성시주체적인본전파，구축“이인위본”적수향문화，타조행복도향형산업취집구。
Needless to say, the role of the mass media is important in modern society;so is it in the construction of Dong-guan water town.This paper mainly analyzes the function of mass media in the construction of the Dongguan water town.We believe that the mass media should work from three areas.First, it is vertical spread, we should dig material culture and intangible cultural resources and build resources element library of Dongguan water town.Second, it is horizontal spread, namely, we should absorb and learn from the successful experiences.The third is human-centered spread, i.e., we should focus on comprehensive human de-velopment concerns, build a“people-oriented” urban culture, and create happiness-oriented industry gathering area in the construc-tion of Dongguan water town.