好物的连接:网红公益直播的动力机制与意义建构——基于口语传播的研究视角  

Connection of Good Things:Dynamic Mechanism and Meaning Construction of Influencer Live Streaming for Public Good

作　　者：张萌 于德山[2] 徐生权 Zhang Meng;Yu Deshan;Xu Shengquan

机构地区：[1]南京财经大学新闻学院,江苏南京210023 [2]南京师范大学新闻与传播学院,江苏南京210024 [3]上海社会科学院新闻研究所,上海200023

出　　处：《传媒观察》2022年第8期63-71,共9页Media Observer

基　　金：江苏省社科基金重点项目“新媒体图像舆情研究”(20XWA002)的阶段性成果。

摘　　要：本文致力于探究当下网红公益直播中的口语传播,帮助人们了解新兴文化产业的发展趋势、网红与整体社会发展的联结关系,以及网红影响阅听众参与公益活动的动力机制与意义建构。研究发现,政府、商业、媒体、意见领袖与民众等力量在持续互动中协同塑造出“公益直播带货”的媒介景观。网红公益直播讲究在跨界融合与情感动员中推销产品、推广公益,其中直播“景观的连接”建立在“好物的连接”基础上,共同叙述疫情时期“一方有难,八方支援”的情感故事。网红公益直播的多模态语艺与多元符号汇流最终促成独特的幻想类型与语艺视野,即鼓励阅听众在公益参与中发扬中华民族文化精神,营造民族共同体,在公益活动中助力“精准扶贫”并推进“乡村振兴”,在公益实践中“利他”又“利我”,积极实现自我价值。This article is committed to exploring the speech communication in influencer live streaming for public good in the post-epidemic era,shedding light on the development trend of emerging cultural industries in special periods,the connection between online celebrity and overall social development,as well as the dynamic mechanism and meaning construction of online celebrity affecting readers to participate in public service activities. The study finds that the government,commerce,media,opinion leaders and the public have jointly shaped the media landscape of "live streaming marketing for public good". Live streaming focuses on promoting products and public welfare in crossover integration and emotional mobilization. The live streaming "landscape connection" is based on the "connection of good things",which jointly narrates the touching story that "when trouble occurs at one spot,help comes from all quarters". Multimodal rhetoric and multiple symbolic convergence of the influencer live streaming for public good finally leads to a unique fantasy type and rhetorical vision,that is to encourage readers to carry forward the cultural spirit of the Chinese nation in public service participation. Hence it helps build a shared community of the nation,promote "targeted poverty alleviation" and "rural revitalization" in public service activities,and serve the interest of both oneself and others.

关 键 词：网红 公益直播 口语传播 

分 类 号：G206[文化科学—传播学]