移动短视频平台助力当代中国主流价值观话语大众传播研究  

Research on Mass Communication of Contemporary China Mainstream Values through Mobile Short Video Platforms

作　　者：刘勇 LIU Yong(School of Marxism and Scientific Outlook on Development Research Center,Anhui University,Hefei 230601,Anhui,China)

机构地区：[1]安徽大学马克思主义学院暨科学发展观研究中心,安徽合肥230601

出　　处：《中国石油大学学报（社会科学版）》2023年第1期112-120,共9页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：安徽省哲学社会科学规划项目(AHSKF2018D26)。

摘　　要：移动短视频平台已深入影响大众日常生活,当代中国主流价值观话语的大众传播有必要发挥其作用。从助力逻辑维度看,移动短视频平台具有基于算法推荐的定制化传播和鲜明场景性、链式传播和多中心裂变式传播并存、再中心化、互动性等传播特点,能够为主流价值观话语大众传播提供显著益助。从助力愿景维度看,基于移动短视频平台的主流价值观话语将呈现多样面貌,根据时间、内容与受众的不同,可分为近期面貌与长期面貌、局部面貌与整体面貌、简单分众式面貌与深入分众式面貌三组呈现样态。从助力症结维度看,移动短视频平台助力当代中国主流价值观话语大众传播面临诸多挑战。从助力对策维度看,要聚焦“PGC模式+UGC模式”的生产模式优化、“算法推荐+人工把关”的推送方式强化、“规制完善+监管有力”的传播保障细化、“模范引领+大众推动”的传播氛围浓化,推进移动短视频平台助力当代中国主流价值观话语大众传播的精准实践。The mobile short video platforms have permeated people's daily life and necessitate bringing them into play in mass-communi-cating contemporary China mainstream values.Their functions can be evaluated from the following perspectives.From the logical per-spective,the mobile short video platforms provides the technological feasibility to facilitate mass communication.They are characterized by algorism-aided customization,vivid scenarios,coexistence of chain communication and multi-centered fission communication,re-centralization and interactivity.Viewed from the visual information demos,short video platforms can help meet the communication needs in diverse manners.These demos can be classified into three kinds in terms of time,content and audience:short-term and long-term,partial and whole,less segmented audience-focused and segmented audience-focused.From the perspective of helping the crux,the mobile short video platform is facing many challenges in helping the mass communication of contemporary China mainstream values.In terms of targeted services to aid the communication,short video platforms can optimize the"PGC+UGC"production mode,strength-en the"algorithm recommendation+manual check"push mode,guarantee effective communication through well-tailored regulations and forceful supervision and create a favorable communication atmosphere by setting exemplary models and mass engagement.

关 键 词：移动短视频平台 当代中国主流价值观话语 大众传播 

分 类 号：D64[政治法律—政治学] G206[政治法律—中外政治制度]