主体间性视阈下大学形象片的认同建构研究  

Identity construction of university image films from the perspective of inter-subjectivity

作　　者：王臻 WANG Zhen(Publicity Department,Zhejiang University of Technology,Hangzhou 310014,China)

机构地区：[1]浙江工业大学党委宣传部,浙江杭州310014

出　　处：《浙江工业大学学报（社会科学版）》2023年第3期355-360,共6页Journal of Zhejiang University of Technology：Social Sciences

基　　金：国家社科基金重大项目(19ZDA322);浙江省教代会工会研究课题(ZJJYGHYB2023012);浙江工业大学人文社科类科研基金(统战专项TZB202206)。

摘　　要：大学形象片是公众了解大学的窗口。基于主体间性理论,分析大学形象片的创作机理,可为形象片认同建构提供思路。研究发现,大学形象片是主体间交互的产物:高校通过形象片为受众提供认同的“凝视”,创作团队通过“聆听”场域传播大学精神,受众通过数字媒体平台的并置性互动完成对大学形象的认知甚至二次创作。由此,一部好的大学形象片往往凸显“主体间性”:在内容层面高校、创作团队与受众共享大学形象之意义;在语境层面又合力构建对话空间,实现对大学形象的情感共鸣。University image films serve as windows to showcase the essence of a university.However,these films have often suffered from a lack of diversity in form and low audience consensus.Taking an inter-subjective approach,this paper employs audio-visual language to analyze the creation mechanism of university image films,offering insights into the construction of their identity.The study reveals that university image films are the result of interactions among multiple subjects:firstly,the university provides the audience with an identity of being observed;secondly,the creative team establishes a platform for the university and audience to exchange perspectives;thirdly,through juxtaposition and interaction,the audience comprehends the university's image and contributes to the re-creation of the film's identity.Consequently,university image films have evolved into narrative forms that exhibit the construction of multi-subjective identities.In terms of content and significance,these films create a three-dimensional and comprehensive portrayal of the university.In the context of inter-subjectivity,they emphasize the establishment of dialogue channels,modes,and spaces among subjects,thus achieving emotional resonance with the university's spirit.

关 键 词：大学形象 主体间性 形象片 认同建构 共情 

分 类 号：G206[文化科学—传播学]