摘要
军人形象是国家形象的重要组成部分,也是军队建设的重要“软实力”。军人群体在辉煌的历史中构建了刚毅坚强、无私奉献的英雄形象。在社交媒体不断发展的今天,军队官方媒体借助更有影响力的社交媒体进行宣传,已然成为军队新媒体的重要任务。由此“神秘”的军队逐渐敞开大门,大众也将在短视频的网络场景中对军人群体形象进行祛魅的呈现与建构。军人群体原有的“神化”形象在社交媒体短视频传播中逐渐祛魅,而军人群体在历史中创作的符号价值也将在新媒体中继续发挥重要作用。本研究着眼于短视频传播形态,采用内容分析和框架分析相结合的方法,结合互动仪式链理论分析社交媒体短视频中军人群体形象传播的建构策略以及影响驱动因素,通过研究为塑造良好军人形象提供一定的优化经验和解决思路。
The image of a soldier is an important part of a country’s image and an important soft power for military construction.The military group has built a heroic image of perseverance and selfless dedication in its glorious history.Today,with the continuous development of social media,the military official media has become an important task of the military’s new media for publicity through more influential social media.As a result,the army gradually revealed itself and the public will also present and construct the disenchanted image of the military group in the online scene of short videos.The original deified image of the military group is gradually disenchanted in the dissemination of short videos on social media,and the symbolic value created by the military group in history will continue to play an important role in the new media vision.This research focuses on the form of short video dissemination,adopts the method of combining content analysis and frame analysis,and combines the theory of interactive ritual chain to analyze the construction strategies and influencing factors of the dissemination of military group image in social media short videos.The image provides certain optimization experience and solutions.
作者
田维钢
房晗
Tian Weigang;Fang Han
出处
《中国新闻传播研究》
2022年第4期65-76,共12页
China Journalism and Communication Journal
基金
国家社科基金项目“复杂适应性视域下自媒体短视频不良内容监管机制研究”(项目编号:19BXW088)的阶段性成果之一
关键词
军人群体形象
短视频
祛魅
soldier group image
short video
disenchantment
作者简介
田维钢,中国传媒大学电视学院教授、博士生导师;房晗,中国传媒大学电视学院研究生
