傳播、塑造與推動：大眾傳媒對文旅IP的賦能

——以武當(dāng)山為例

中圖分類號：G206.3 文獻(xiàn)標(biāo)識碼：A 文章編號：1004-0714（2025）07-0105-04

Abstract： Mass media provides a carrier for theldissemination of culture，which can spread excellent culture to the audience through various program forms. As a famous cultural mountain， Wudang Mountain has many excellent cultures，but there are some problems such as lowcultural recognition and inadequate cultural communication.It is necessary to spread excellent traditional culture to the audience with the helpof mass media and digital technology，and shape the cultural tourism IP.Through the helpof media，IP and cultural and creative products are jointly named to create immersive online and online travel scenes，so as to maintain the vitalityof cultural travel IP.The analysisof howito build Wudang cultural IPunder the background of mass media is helpfulto find out thelaws and methods behind it，and provide reference value for the study of cultural tourism IP shaping.

Keywords：Cultural and Tourism IP；Wudang Mountain;Mass Media；Empowerment

大眾傳媒包含了書刊、報紙、互聯(lián)網(wǎng)、廣播、電視以及其他新興媒體，在價值觀念傳播塑造方面發(fā)揮著不可估量的作用1153。（剩余7482字）