中国生态伦理的动画表达及优化路径  

Animation Expression and Optimization Path of Chinese Ecological Ethics

作　　者：耿蕊 陈蕊楠 GENG Rui;CHEN Ruinan(School of Journalism and Communication,Beijing Institute of Graphic Communication,Beijing 102600,China;Research Institute of Journalism and Communication,Communication University of Zhejiang,Hangzhou 310000,China)

机构地区：[1]北京印刷学院新闻传播学院,北京102600 [2]浙江传媒学院新闻传播研究院,杭州310000

出　　处：《北京印刷学院学报》2023年第8期56-61,共6页Journal of Beijing Institute of Graphic Communication

基　　金：湖南省教育厅重点项目“动画伦理的失范与规制研究”(20A030)阶段性研究成果。

摘　　要：动画艺术借助视听符号,将抽象的思想观念融入具体的角色、场景、故事情节中,以寓教于乐的方式影响观众。随着我国生态理念的嬗变以及环保意识的增强,国产动画在生态伦理的传播上发挥着独一无二的作用。本文从中国动画蕴含的生态伦理观入手,分析人类中心主义、动物解放论、生物中心主义和生态整体主义等生态伦理思想在国产动画中的影像呈现,指出国产动画在传播生态伦理上存在着泛娱乐化内容削弱生态意识、单一化视角局限受众视野、说教式口吻阻碍传播效果、暴力化倾向误导低龄受众等现实问题,并运用归因理论探究其背后的原因,提出多元设置生态伦理的传播议题、挖掘生态伦理的思想深度、增强伦理传播的艺术感染力、强化传播过程的把关人角色以及打造生态动画的民族特色等中国动画传播生态伦理的优化路径。Animation art utilizes audio-visual symbols to integrate abstract ideas into specific characters,scenes,and storylines,influencing the audience through educational and entertaining means.With the evolution of ecological concepts and the enhancement of environmental awareness in China,domestic animation plays a unique role in the dissemination of ecological ethics.This article starts with the ecological ethics contained in Chinese animation,analyzes the image presentation of anthropocentrism,animal liberation,biocentrism and ecological holism in domestic animation,and points out that domestic animation has extensive entertainment content to weaken ecological awareness,a single perspective to limit the audience's vision,and a didactic tone to hinder the communication effect the violent tendency misleads the young audience and other practical problems,and uses the attribution theory to explore the reasons behind it.It puts forward the optimization path of Chinese animation communication of ecological ethics,such as setting the communication topic of ecological ethics in multiple ways,digging the ideological depth of ecological ethics,enhancing the artistic appeal of ethical communication,strengthening the role of gatekeepers in the communication process,and creating the national characteristics of ecological animation.

关 键 词：中国生态伦理 动画传播 优化路径 

分 类 号：J954[艺术—电影电视艺术]