| “国潮”视域下主流话语传播语态的变革 |
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| 引用本文： | 金文恺.“国潮”视域下主流话语传播语态的变革[J].传媒观察,2020(4):56-62. |
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| 作者姓名： | 金文恺 |
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| 作者单位： | 清华大学新闻与传播学院 |
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| 基金项目： | 教育部哲学社会科学研究重大课题攻关项目"构建全球化互联网治理体系研究"(17JZD032)阶段性研究成果。 |
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| 摘 要： | 通过"国潮"视域下的主流话语意涵与表征分析,指出"国潮"主流话语囊括着鲜明的国家空间场域与当代时间实践,体现着正在孕育的一种新形态文化,即由商业消费文化表征、国家意识形态文化内隐、当代年轻时尚风潮及主流媒体形塑的新型国家文化潮流。"国潮"视域下主流话语有其独特的动力空间,"国潮"行动主体具有实践的广泛性和多元的参与性的特征。"国潮"语态体现"国潮"认知和实践者共同的主动行为和态度指向,应积极争取最广泛的"国潮"行动主体,以"流行"为载体,打造"亲民态"和"年轻态"的传播语态;采撷民间网络场域的创新元素,发挥主流话语整合功能,促进"国潮"转型升级;重视"潮际"互动效应,建构人类新文明的文化交流语态。
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| 关 键 词： | “国潮” 主流话语 传播语态 人类新文明 |
Transformation of the Communication Voice of Mainstream Discourse from the Perspective of "National Tide" |
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| Authors: | Jin Wenkai |
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| Abstract: | Based on the analysis of the meaning and representation of mainstream discourse from the perspective of "national tide",it is pointed out that the mainstream discourse of "national tide" encompasses the space of a nation and the time of contemporary practice.It shows that a new form of culture is being nurtured,i.e.a new trend of national culture that combines commercial consumption cultural characteristics,national ideological and cultural implicitness and shaped by contemporary young fashion and mains media.From the perspective of "national tide",the mainstream discourse has its own unique dynamic space.The players in "national tide" has the characteristics of extensive practice and diverse participation.The voice of "national tide" reflects the common actions and attitude of the "national tide" cognition and practitioners.Efforts need to be made to attract more players of "national tide",and utilize its "popularity" to create a "people-friendly" and "youthful" "national tide" communication voice。It’s also important to pick the innovative elements on the Internet,give full play to the integration function of mainstream discourse and promote the "national tide" transformation and upgrading.More emphasis needs to be given to the "inter-tide" interaction effect,and build cultural exchanges discourse of the new human civilization. |
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| Keywords: | "National Tide" mainstream discourse communication voice new human civilization |
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