视觉修辞助力参与式扶贫的传播机制建构——以皖江城市带贫困县为例  

Construction of Communication Mechanism of Participatory Poverty Alleviation with Visual Rhetoric——A Case Study of Poverty-stricken Counties in the Urban Belt of Wanjiang River

作　　者：王文丽 王创业 WANG Wen-li;WANG Chuang-ye(College of Literature and Art Media,Tongling University,Network and New Media Department,Tongling 244000,Anhui;School of Journalism and Communication,Wuhan Institute of Physical Education,Wuhan 430079,Hubei)

机构地区：[1]铜陵学院文学与艺术传媒学院,安徽铜陵244000 [2]武汉体育学院新闻传播学院,湖北武汉430079

出　　处：《阜阳师范学院学报（社会科学版）》2019年第6期137-142,共6页Journal of Fuyang Normal University：Social Science Edition

基　　金：安徽省哲学社会科学规划项目“安徽省国家级贫困县政务新媒体对精准扶贫报道的传播情况研究”（AHSKQ2018D65）

摘　　要：短视频兴起的当下,如何运用视觉修辞的策略成为焦点。近期,知名短视频平台与贫困地区合作,效果显著。2018年,安徽省人均GDP排名全国倒数第十,贫困县数量在全国较多,利用新媒体助力扶贫成为值得探索的路径之一。皖江城市带的贫困地区有不少旅游资源,视觉修辞可以与地域特色巧妙融合,进而实现城市营销。其中国家级贫困县石台与抖音合作,取得了一定传播效果。运用内容分析法、个案研究法,解读石台参与式扶贫的传播机制发现:客体、符号、阐述的视觉修辞三要素的组合,要秉承"地区再造"的思路,增强受众的情感能量收益,才能实现有效互动,逐步实现参与式扶贫。但视觉符号雷同、本地网红创作者较少等局限也存在。With the rise of short video,how to use visual rhetoric strategy has become the focus.Recently,the well-known short video platform has cooperated with other poor areas in other provinces and achieved remarkable results.In 2018,the per capita GDP of Anhui Province ranked the tenth lowest in China,and the number of poverty-stricken counties was larger in the country.Using new media to help alleviate poverty has become one of the paths worth exploring.Many poverty-stricken areas in the Wanjiang urban belt have tourism resources.Visual rhetoric can be skillfully integrated with regional characteristics to achieve urban marketing.Shitai,a state-level poverty-stricken county in the urban belt,has cooperated with tremolo and achieved certain transmission results.Using the methods of content analysis and case study,the dissemination mechanism of participatory poverty alleviation in Shitai is interpreted.To find the combination of object,symbol and elaborated visual rhetoric,it is necessary to uphold the idea of"regionalization"and enhance the emotional energy benefits of the audience so as to achieve effective interaction and gradually realize participatory poverty alleviation.But there are also some limitations such as the similarity of visual symbols and the fewer local cyber celebrity creators.

关 键 词：参与式扶贫 视觉修辞 皖江城市带 短视频 

分 类 号：G206[文化科学—传播学]