【摘要】 非物质文化遗产不仅是人民智慧的结晶，还是民族记忆与文化传承的重要语料。当下，其越来越被作为一种地方文化表征，参与到乡村文化的建设之中。本文以宁夏六盘山地区广为流传的非物质文化遗产民歌“花儿”为研究对象，采用田野调查和互联网民族志的研究方法，分析其在乡村传播场域中的传承与传播现状，解读寓于乡村文化建设之中的非遗形态。研究发现，传播环境、时空以及传播主体等多重变化使传统花儿发生新变。媒介技术增强了乡村非遗的可见性，但同时使得花儿从与人民声息相通、冷暖共济的“护心油”逐渐成为了媒介空间内“再生产”的民俗展演；地方政府通过冠名活动，不仅推动了乡村集体娱乐的复归，也有效地连接了民间文化与国家意识形态，使花儿文化深入“村建”和“村治”之中。但是在乡村文化建设“好生活”语境的召唤下，花儿逐渐被异化为“文化商品”，赛博空间传播也使其脱离原生环境，面临原真性衰减风险。因此，在非遗传播的过程与互动中需重新理解非遗的本质。更多还原

【Abstract】 Intangible cultural heritage, as a vital repository of ethnic memory and cultural wisdom, increasingly symbolizes local culture and integrates into rural development. Focusing on "Hua’er," a prominent intangible heritage in Ningxia’s Liupanshan region, this study uses fieldwork and internet ethnography to analyze its inheritance and dissemination in rural communication. Findings show that evolving media environments and actors have transformed Hua’er from an intimate folk practice into a mediated performance, enhancing visibility but risking cultural commodification. Local governments promote Hua’er to revive rural entertainment and link it with national ideology, embedding it in governance and development. However, under the "good life" rural narrative, Hua’er is often simplified into a cultural commodity unfamiliar to its original bearers, and its online presence increasingly detaches from rural roots, shaped by urban leisure perspectives. These dynamics call for a critical re-examination of intangible cultural heritage’s transmission and authenticity.更多还原