摘要
当前乡村短视频蓬勃发展,多频道网络(MCN)作为短视频领域新兴产业模式,对优化村落形象传播有积极作用。在湖南4个传统村落短视频传播情况实地调研基础上,借鉴景观基因理论、传播学理论,将MCN模式引入村落形象传播系统,研究发现:(1)目前传统村落短视频多为群众即兴作品,泛娱乐化、同质化问题突出,尚未触及村落文化深层。(2)MCN模式下传统村落形象传播是在识别村落文化景观基因、定位传播形象基础上进行专业短视频生产,并为受众带来强具身体验的综合过程,对坚定文化自信、促进资源集聚与培育媒介素养有积极作用。(3)MCN模式中专业机构在村落形象传播过程中发挥主体作用,优化传统村落短视频的传播效果,促进当地数字产业发展,为景观资源实现保护与开发的并行开展提供有力支持。
At present,rural short videos are thriving,and the MCN(Multi-Channel Network),a new industrial model in the field of short videos,has a positive impact on optimizing the dissemination of village images.Based on a field survey of four traditional villages in Hunan province,this study draws on the theory of landscape gene and communication theory to introduce the MCN model into the system of village image dissemination.The study finds that results are as follows.(1)Currently,most short videos of traditional villages are spontaneous works by the public,with prominent problems of pan-entertainment and homogenization,and have not yet touched the deep cultural layers of the village.(2)Traditional village image communication under the MCN mode is a comprehensive process of producing professional short videos on the basis of identifying village cultural landscape genes and positioning communication images,and bringing strong embodied experience to audiences.It has a positive impact on consolidating cultural confidence,promoting resource aggregation,and cultivating media literacy.(3)Professional institutions play the main role in the process of village image communication under the MCN model,optimizing the dissemination effects of traditional village short videos and promote the development of local digital industries.It provides strong support for the parallel development of landscape resource protection and development.
作者
窦银娣
魏弘晖
李伯华
DOU Yindi;WEI Honghui;LI Bohua(College of Geography and Tourism,Hengyang Normal University,Hengyang 421002,China;Research Base for Human Settlement Environment,Hengyang 421002,China;Cooperative Innovation Center for Digitalization of Cultural Heritage in Traditional Villages and Towns,Hengyang 421002,China;Traditional Village Heritage Protection and Revitalization Utilization,Key Research Base for Philosophy and Social Sciences inOrdinary Higher Education Institutions in Hunan Province,Hengyang 421002,China)
出处
《湖南师范大学自然科学学报》
北大核心
2025年第3期64-72,共9页
Journal of Natural Science of Hunan Normal University
基金
国家自然科学基金项目(42171215,42271215)
湖南省社会科学基金重点项目(23ZDB031)
湖南省自然科学基金项目(2025JJ50184)
湖南省教育厅重点项目(党的二十大精神研究专项)。
关键词
传统村落
景观基因
具身传播
MCN模式
短视频
traditional village
landscape gene
embodied communication
MCN model
short video
作者简介
通信作者:李伯华,博士,教授,研究方向:人居环境学、传统村落保护与发展,E-mail:libeny_2058@163.com。
