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在線閱讀 --哲學社會科學版 2020年6期《網絡短視頻的文化符號建構——以“李子柒現象”為例》
網絡短視頻的文化符號建構——以“李子柒現象”為例--[在線閱讀]
王建民, 劉見齊
中央財經大學 社會與心理學院, 北京 100081
起止頁碼: 100--105頁
DOI: 10.13763/j.cnki.jhebnu.psse.2020.06.013
摘要
近年來網絡短視頻出現并迅速發展,以營銷手段、交友媒介、休閑方式等為人們所熟知。從社會學的視角看,網絡短視頻是一種符號化的文化商品,人們觀看短視頻實際上是在消費文化符號,以滿足他們日常生活中的心理需求。通過對李子柒短視頻的分析,可以發現其傳播實際上是一種文化符號的構建過程,它的特點是“復活傳統”的多樣內容、視聽元素營造的情感帶入、制造日常壓力下“逃離社會”的想象。短視頻傳播常常產生“誘勸”消費、致人上癮等后果,需要我們給予深刻反思。

Construction of Cultural Symbols Through Online Short Videos-Taking “Li Ziqi Phenomenon” as an Example
WANG Jianmin, LIU Jianqi
School of Sociology and Psychology, Central University of Finance and Economics, Beijing 100081, China
Abstract:
In recent years, online short video has emerged and developed rapidly. It is well known as marketing device, social media and way of leisure. From the perspective of sociology, online short videos are symbolic cultural commodities. Netizens actually consume cultural symbols when watching short videos to meet their psychological needs in daily life. Through the analysis of Li Ziqi's online short videos, this paper finds that their transmission is actually a process of constructing cultural symbols. They create the imagination of "escaping from society" under daily pressure, with diversified contents highlighting the retro form and providing emotional connection with audio-visual elements. Short video transmission often leads to the consequences of inducing consumption and causing addiction, which needs our reflection.

收稿日期: 2020-05-15
基金項目:

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