新宣传何以落地:主流价值“游戏新闻”的叙事机制及其效力突围  

How Will New Publicity Be Effective?The Narrative Mechanism and Effective Breakthrough in the Gamification of News on the Mainstream Value

作　　者：熊仁贵 陈文敏[1] XIONG Ren-gui;CHEN Wen-min(School of Literature,Jowrnalim and Commwication,Jishou Untversity,Jiushou,Hunan,416000,China)

机构地区：[1]吉首大学文学与新闻传播学院,湖南吉首416000

出　　处：《西华大学学报（哲学社会科学版）》2023年第3期89-97,共9页Journal of Xihua University(Philosophy & Social Sciences)

基　　金：国家社会科学基金一般项目“新媒体语境下中华民族共同体意识的仪式传播研究”(项目编号:20BXW100);吉首大学2021年度人文社会科学研究项目“新型主流媒体数字新闻叙事的机制分析与传播效力研究”(项目编号:21SKY28)。

摘　　要：Web3.0生态场景下,主流价值新闻叙事如何落地,始终是新型主流媒体的思虑所在。“游戏新闻”是新宣传观念下的一种轻量化的新闻类别,也是主流价值传播革新的有益补充。“游戏新闻”在其内部有模拟与互动、胜负与奖惩、扮演与脚本的运行结构,在数字叙事上有程序修辞、视觉修辞、互文修辞等特征。但传播关系受制于社会关系,“游戏新闻”的萌化叙事并不必然抵达传播共识,因此要正视认知茧房、刻板印象以及传播信任危机等深层问题,顺应着新宣传时代的间性思维,重塑“信任”与“沉浸感”,实现信息聚联与价值共享,才能将主流价值的宣传致效落到实处。Under the ecological scene of Web3.0,new mainstream media have always been concerned with implementing mainstream walue news nartives."Gaming news"is a lightweight news category that falls under the new publicity concepl,and it serves as a useful supplement to the innovation of mainstream valuc communication.The structure of"gaming news"revolves around simulation and interactin,victory and defeat,role playing and scripted featurs.It involves such digital naratives as programmatic rhtotnis,visual theloric,and intertextuality.However,the dissemnination relationship ig subject to social relationships,and the cule way of naration of"gaming Dews"does not ncessarily reach 8 coosensus on dissemination.We must conftont deep-scated problems such as cognitive cocoon,stereatypecs,and the crisis of trust in communication.We must adapt to the itrtial thinking of the nEw publicity cra and reshape"trust"and"immersion"in news to achieve eeetive information aggregation and value sharing,and efictivele promote mainstrcam valucs.

关 键 词：新宣传 游戏新闻 数字叙事 间性思维 

分 类 号：G210[文化科学—新闻学]