“炎帝文化”的媒介镜像
发布时间：2018-11-25 13:36
【摘要】：在世界文化传播格局和媒介融合语境中,民族文化的传播成为一个国家文化软实力的重要考核。作为中华文明起点和中国民族文化重要组成部分的“炎帝文化”也逐渐引起媒介的关注。由此,研究“炎帝文化”形象的媒介化建构,剖析媒介在民族文化传播中的问题,进而增强文化传播能力,成为当下日益迫切的话题。 基于此,本文试图以框架理论为依据,立足于社会建构学派的理论视点,从报道框架和报道话语等角度切入,探讨大众媒介对“炎帝文化”形象的建构问题。 文章研究发现,大众媒介视阈中的“炎帝文化”形象表现出历史阶段的差异性。从时间的角度来看,它是一个动态的变化发展过程,从最初的“农耕文化”形象到中期的“创新文化”形象再到后期的“精神文化”形象,“炎帝文化”的形象在媒介化过程中不断建立和丰富起来,呈现出物质文化和精神文化双重凸显的传播效果。 这些文化形象的塑造,得益于传播策略的有效实施。如组建传受交互型传播主体,注重传者与受众的信息互动；开辟“多渠道化”的媒介体系,注重传统媒体与新媒体、中央主流媒体与省级地方媒体、境外媒体与境内媒体的联动；建立多元文化的内容机制,注重器物文化与精神文化、民族文化与世界文化、精英文化与大众文化的交互。 经大众媒介想象与建构出的“炎帝文化”形象会对受众的认知、态度、情感以及行为等产生较大的积极影响,受众通过媒介的报道进一步了解“炎帝文化”的内涵,进而产生强烈的民族认同感和情感共鸣。当然,“炎帝文化”形象的媒介化建构也存在着一定的制约因素,包括媒介本身文化意识不强、文化传播能力有限以及受众对“炎帝文化”认知浅显等等问题。因此,“炎帝文化”形象建构的未来规划中,媒介应当加强文化专题策划,组织各方参与讨论,充分利用新媒体的力量,立体、多元地传播炎帝文化。
[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.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G122;G206
本文编号：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.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G122;G206
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