“炎帝文化”的媒介鏡像
發(fā)布時(shí)間：2018-11-25 13:36
【摘要】：在世界文化傳播格局和媒介融合語境中,民族文化的傳播成為一個(gè)國家文化軟實(shí)力的重要考核。作為中華文明起點(diǎn)和中國民族文化重要組成部分的“炎帝文化”也逐漸引起媒介的關(guān)注。由此,研究“炎帝文化”形象的媒介化建構(gòu),剖析媒介在民族文化傳播中的問題,進(jìn)而增強(qiáng)文化傳播能力,成為當(dāng)下日益迫切的話題。 基于此,本文試圖以框架理論為依據(jù),立足于社會(huì)建構(gòu)學(xué)派的理論視點(diǎn),從報(bào)道框架和報(bào)道話語等角度切入,探討大眾媒介對(duì)“炎帝文化”形象的建構(gòu)問題。 文章研究發(fā)現(xiàn),大眾媒介視閾中的“炎帝文化”形象表現(xiàn)出歷史階段的差異性。從時(shí)間的角度來看,它是一個(gè)動(dòng)態(tài)的變化發(fā)展過程,從最初的“農(nóng)耕文化”形象到中期的“創(chuàng)新文化”形象再到后期的“精神文化”形象,“炎帝文化”的形象在媒介化過程中不斷建立和豐富起來,呈現(xiàn)出物質(zhì)文化和精神文化雙重凸顯的傳播效果。 這些文化形象的塑造,得益于傳播策略的有效實(shí)施。如組建傳受交互型傳播主體,注重傳者與受眾的信息互動(dòng)；開辟“多渠道化”的媒介體系,注重傳統(tǒng)媒體與新媒體、中央主流媒體與省級(jí)地方媒體、境外媒體與境內(nèi)媒體的聯(lián)動(dòng)；建立多元文化的內(nèi)容機(jī)制,注重器物文化與精神文化、民族文化與世界文化、精英文化與大眾文化的交互。 經(jīng)大眾媒介想象與建構(gòu)出的“炎帝文化”形象會(huì)對(duì)受眾的認(rèn)知、態(tài)度、情感以及行為等產(chǎn)生較大的積極影響,受眾通過媒介的報(bào)道進(jìn)一步了解“炎帝文化”的內(nèi)涵,進(jìn)而產(chǎn)生強(qiáng)烈的民族認(rèn)同感和情感共鳴。當(dāng)然,“炎帝文化”形象的媒介化建構(gòu)也存在著一定的制約因素,包括媒介本身文化意識(shí)不強(qiáng)、文化傳播能力有限以及受眾對(duì)“炎帝文化”認(rèn)知淺顯等等問題。因此,“炎帝文化”形象建構(gòu)的未來規(guī)劃中,媒介應(yīng)當(dāng)加強(qiáng)文化專題策劃,組織各方參與討論,充分利用新媒體的力量,立體、多元地傳播炎帝文化。
[Abstract]:In the world cultural communication pattern and media fusion context, the dissemination of national culture has become an important assessment of a country's cultural soft power. As the starting point of Chinese civilization and an important part of Chinese national culture, "Yan Emperor Culture" also gradually attracted the attention of the media. Therefore, it is urgent to study the media construction of the image of "Yan Emperor Culture", analyze the problems of the media in the dissemination of national culture, and then strengthen the ability of cultural communication. Based on the frame theory, this paper attempts to probe into the construction of the image of "Yan Di Culture" by mass media from the perspective of reporting framework and reporting discourse, based on the theory of social constructivism. This paper finds that the image of "Yan Emperor Culture" in the view of mass media shows the difference of historical stage. From the point of view of time, it is a dynamic process of change and development, from the initial image of "farming culture" to the image of "innovation culture" in the middle period to the image of "spiritual culture" in the later period. The image of "Yan Emperor Culture" is constantly established and enriched in the process of media, showing the spread effect of material culture and spiritual culture. The creation of these cultural images benefits from the effective implementation of communication strategies. Such as the establishment of interactive communication subject, pay attention to the information interaction between the communicator and the audience; Open up a "multi-channel" media system, pay attention to the linkage between traditional media and new media, central mainstream media and provincial local media, foreign media and domestic media; The content mechanism of multiculturalism should be established with emphasis on the interaction between cultural objects and spirit, between national culture and world culture, and between elite culture and mass culture. The image of "Yan Emperor Culture", which is imagined and constructed by the mass media, will have a great positive impact on the audience's cognition, attitude, emotion and behavior, and the audience will further understand the connotation of "Yan Di Culture" through the media reports. And then produce a strong sense of national identity and emotional resonance. Of course, the media construction of the image of "Yan Di Culture" also has some restrictive factors, including the media itself is not strong cultural consciousness, cultural communication ability is limited, and the audience cognition of "Yan Emperor Culture" is simple, and so on. Therefore, in the future planning of the image construction of "Yan Emperor Culture", the media should strengthen the cultural thematic planning, organize all parties to participate in the discussion, make full use of the new media's power, three-dimensional, and spread the Yan Emperor's culture plural.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G122;G206
本文編號(hào)：2356294
[Abstract]:In the world cultural communication pattern and media fusion context, the dissemination of national culture has become an important assessment of a country's cultural soft power. As the starting point of Chinese civilization and an important part of Chinese national culture, "Yan Emperor Culture" also gradually attracted the attention of the media. Therefore, it is urgent to study the media construction of the image of "Yan Emperor Culture", analyze the problems of the media in the dissemination of national culture, and then strengthen the ability of cultural communication. Based on the frame theory, this paper attempts to probe into the construction of the image of "Yan Di Culture" by mass media from the perspective of reporting framework and reporting discourse, based on the theory of social constructivism. This paper finds that the image of "Yan Emperor Culture" in the view of mass media shows the difference of historical stage. From the point of view of time, it is a dynamic process of change and development, from the initial image of "farming culture" to the image of "innovation culture" in the middle period to the image of "spiritual culture" in the later period. The image of "Yan Emperor Culture" is constantly established and enriched in the process of media, showing the spread effect of material culture and spiritual culture. The creation of these cultural images benefits from the effective implementation of communication strategies. Such as the establishment of interactive communication subject, pay attention to the information interaction between the communicator and the audience; Open up a "multi-channel" media system, pay attention to the linkage between traditional media and new media, central mainstream media and provincial local media, foreign media and domestic media; The content mechanism of multiculturalism should be established with emphasis on the interaction between cultural objects and spirit, between national culture and world culture, and between elite culture and mass culture. The image of "Yan Emperor Culture", which is imagined and constructed by the mass media, will have a great positive impact on the audience's cognition, attitude, emotion and behavior, and the audience will further understand the connotation of "Yan Di Culture" through the media reports. And then produce a strong sense of national identity and emotional resonance. Of course, the media construction of the image of "Yan Di Culture" also has some restrictive factors, including the media itself is not strong cultural consciousness, cultural communication ability is limited, and the audience cognition of "Yan Emperor Culture" is simple, and so on. Therefore, in the future planning of the image construction of "Yan Emperor Culture", the media should strengthen the cultural thematic planning, organize all parties to participate in the discussion, make full use of the new media's power, three-dimensional, and spread the Yan Emperor's culture plural.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G122;G206
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