新媒体同传统媒体不同,其依托现代信息技术为平台,实现信息的高速传播,同时受众广泛,并能够同受众实现高效的即时信息交互沟通,因而新媒体因其所体现的包容性与开放性特质,使得其能够为群众文化的传播提供优质高效的平台服务。新媒体在当今社会文化传播中扮演了至关重要的作用,如何借助新媒技术和手段开展群众文化工作,成为群众文化工作者应思考的重要问题。 Different from traditional media, new media relies on modern information technology as a platform to achieve the high-speed information dissemination, at the same time, the audience is broad and able to communicate with the audience to achieve efficient real-time information exchange, so the new media because of its embodied inclusiveness and openness Traits, making it possible for the mass culture to provide quality and efficient platform for service. New media plays a vital role in today’s social and cultural transmission. How to carry out mass cultural work with new media technologies and tools has become an important issue that mass cultural workers should think about.