短视频文本生产的“刺点”与“展面”逻辑  

The Logic of Short Video Text Production:"Punctum" and "Studium"

作　　者：曹忠 CAO Zhong(School of Literature and Journalism,Sichuan University,Chengdu 610064,China)

机构地区：[1]四川大学文学与新闻学院,四川成都610064

出　　处：《编辑之友》2022年第11期63-68,112,共7页Editorial Friend

基　　金：国家社会科学基金重大项目“当代艺术提出的重要美学问题研究”(20&ZD049)。

摘　　要：文本不仅是媒介内容的承载体,也是媒介内容生产的逻辑显现。罗兰·巴尔特在其摄影文本研究专著中提出的文本“展面”与“刺点”概念,较好地揭示了视觉媒介内容生产背后的文本逻辑。文章认为,短视频的文本形式实际决定了文本内容的表达,短视频特殊的文本生产机制是对传统视听文本生产模式的颠覆与重构。与电影等传统媒介文本相比,短视频本质上是一种弱意图文本。因而短视频文本生产的核心是对文本意图性的弱化与弃置,从而制造出文本“刺点”狂欢。但随着短视频时长递增,剪辑技术的全面应用,以及短视频商业化浪潮来临,短视频的文本意图性得到进一步提升,逐渐呈现出文本的“展面”狂欢。这一现象使中国当下的短视频生产面临文本特异性消失的风险。Text is not only the content carrier of media,but also the logic of the mechanism of media content production.The concepts of "studium" and "punctum" put forward by Roland Barthes in his monograph on photographic text research better reveal the text logic behind the content production of visual media.Therefore,this paper attempts to investigate the text production mechanism of short videos and the paradigm evolution of short videos text production in China based on "punctum" and "studium".This paper holds that the text form of short videos actually determines the expression of text content,and the special text production mechanism of short video is the subversion and reconstruction of the traditional audio-visual text production mode.Compared with traditional media texts such as movies,short video is essentially a weak intention text.Therefore,the core of short video text production is to discard the intention of the text,so as to create the text "punctum" carnival.However,with the increasingly lengthening of short video,the massive application of montage editing technology,and the advent of the wave of short videos commercialization,the text intention of short videos has been further strengthened,gradually showing the "studium" carnival of the text.This phenomenon makes China’s current short videos production face the crisis of the disappearance of text features.

关 键 词：短视频 文本生产 展面 刺点 文本意图性 

分 类 号：G232[文化科学]