短视频米姆式传播:行动逻辑与社会文化意涵  

The Memetic Communication of Short Video:Action Logic and Social-Cultural Implications

作　　者：奚路阳[1] 程明[2] Xi Luyang;Chen Ming

机构地区：[1]淮阴师范学院传媒学院,江苏淮安223300 [2]武汉大学新闻与传播学院,湖北武汉437200

出　　处：《传媒观察》2022年第7期65-72,共8页Media Observer

基　　金：2022年度江苏省社科基金项目“消费者增权视角下的广告业态变革研究”(22XWB007);2017年度国家社科基金后期资助项目“网络经济时代广告业生态的变革与新广告业态研究”(17FXW005)的阶段性研究成果。

摘　　要：在当前的数字化时代,以重复性展演为主要形式的短视频传播已经成为中国传播生态的重要组成部分。作为一个参与性网络文化分析的重要概念,“米姆”为考察短视频重复性展演提供了一个重要理论视角。短视频米姆式传播是通过对源自短视频或其他媒介形式的原生米姆的继承、扩展或修改而进行的短视频内容生产与传播,其集中表现为对米姆文本的差异化重复。短视频米姆式传播在行动逻辑上,既源于满足个体认同和群体情感连接的需要,也有着技术成本与文本设计成本的考量,更是对注意力资源的争夺和对原创性风险的规避。同时,这一传播方式也与社会文化之间形成了相互影响、相互连接的关系,在促进文化的创造性、多元化发展以及参与公共话语建构方面有着独特的社会文化意涵。In the current digital age,short video communication characterized by repetitive performance has become an integral part of China’s communication ecology.As an important concept of participatory network culture analysis,"meme"provides an important theoretical perspective for investigating short video repetitive performances,and the short video’s memetic communication is the production and dissemination of short video content through the inheritance,expansion or modification of original meme derived from short video or other media forms,and it’s mainly manifested in the differential repetition of meme text.In its action logic,short video’s memetic communication not only stems from meeting the needs of individual identity and group emotional connection,but also from the consideration of technical cost and text design cost.In addition,it is the competition for attention resources and the avoidance of original risk.This mode of communication forms an interactive and interconnected relationship with social culture,which has distinctive social-cultural implications in promoting cultural creativity,diversification and the participation in the construction of public discourse.

关 键 词：短视频 米姆 米姆式传播 行动逻辑 社会文化意涵 

分 类 号：G206[文化科学—传播学]