从多元视镜到立体棱镜:全媒体环境下的多元立体传播策略分析——以云南象群北迁事件为例  

From Pluralistic Perspective to Cubic Prism: An Analysis on Multi-dimensional Communication Strategy in All-media Environment by Taking “Wild Asian Elephants Migrating Northward in Yunnan” as an Example

作　　者：宋俊锋 李云雯[2] 张名章[1] SONG Junfeng;LI Yunwen;ZHANG Mingzhang(Faculty of Art and Communication,Kunming University of Science and Technology,Kunming 650500,Yunnan,China;Faculty of Science,Kunming University of Science and Technology,Kunming 650500,Yunnan,China)

机构地区：[1]昆明理工大学艺术与传媒学院,云南昆明650500 [2]昆明理工大学理学院,云南昆明650500

出　　处：《昆明理工大学学报（社会科学版）》2022年第3期152-160,共9页Journal of Kunming University of Science and Technology(Social Sciences)

基　　金：国家社会科学基金项目“融媒体环境下西南边疆民族地区的对外传播力提升研究”(21BXW049)。

摘　　要：随着网络与新媒体的发展,技术赋权下的传播主体呈现多元化特征,对外传播过程中突发事件的传播环境正从单一线性到复杂网络进行重大转向。以云南大象北迁事件为例,借助媒体视镜转向模型,就国内外各层级媒体的角色定位,探究对象群进行“可爱”意义赋予后的具体实现方式,对内容采集、汇编策略和运用效果等进行对比研究,分析视觉表征意义下的编码与解码过程。建设以规则引导、机制联动和共情连通相结合的传播策略,为推进国家的全球化表达、意义化表征和立体化呈现提供经验共享与策略补充。With the development of network and new media, the technology-empowered communicating subjects are diversified. The communication environment of emergencies in the process of external publicity is transforming from single linear perspective to complex network. Taking the case of the herd of wild Asian elephants migrating northward Yunnan as an example, with the aid of the steering model of media sight glass, this paper explores the specific way of realizing the role positioning of the “cute” herd of elephants by domestic and foreign media at all levels. The paper makes a comparative study on the content collection, compilation strategies and application effects, and analyzes the encoding and decoding process of visual representation connotations. We shall work out a communicative strategy combining rule guidance, mechanism collaboration and empathy connectivity, thus providing experience sharing and strategy supplement to promote the global expression, meaningful representation and three-dimensional presentation of the country.

关 键 词：传播策略 大象北迁 全媒体 对外传播 国际传播 

分 类 号：G206[文化科学—传播学]