基础教育产品短视频广告的叙事逻辑、传播异化及引导治理——以中小学学科教辅产品广告为例  

Narrative Logic,Media Alienation and Governance of Short-form Video Advertising for Basic Education Products——Based on Subject Teaching-Assisted Advertising

作　　者：刘建银[1] Liu Jianyin(College of Educational Science,Chongqing Normal University,Chongqing 401331,China)

机构地区：[1]重庆师范大学教育科学学院,重庆401331

出　　处：《重庆师范大学学报（社会科学版）》2023年第5期55-63,共9页Journal of Chongqing Normal University(Edition of Social Sciences)

摘　　要：以教辅资料、学习机、学习卡、视频课、知识挂图等为代表的基础教育学科教辅产品广告,正继替校外培训广告而大量充斥在各大互联网巨头的短视频平台。这些广告采取营造心理冲突、介绍产品功能、促动购买行为的叙事结构,以学习场景、师生人物和激情音乐等更加贴近日常生活的叙事风格呈现在公众面前,广告诉求更加直接。它们所反映出的应试提分与升学择校观、全能秘籍观、学霸名师观以及成长关键期观、成绩速成观等价值观,有悖教育常理和理论共识,强化了应试教育倾向和家长教育焦虑,不少有违规违法嫌疑。未来应加大引导规范力度,从法律、教育、技术三方面加以治理,引导基础教育产品短视频广告规范运行。Short-form video advertisements for basic education products,represented by teaching aids,learning machines,video curriculum,learning cards and knowledge wall-charts,are flooding the short video platforms of internet giants.These advertisements adopt the narrative structure of creating psychological conflict,introdu-cing product functions and promoting purchase behavior.The narrative style,such as learning scenes,charac-ters of teacher and students,and encouraging music,are closer to daily life,and the appeal of advertising de-mands is more direct.The values reflected in the advertisements,such as more points for test,all-round secret script,having famous teachers,critical growth periods and rapid achievements,are contrary to educational commons and theoretical consensus.They strengthen examination-oriented education and parents’educational anxiety,and generally violate laws and regulations.In the future,we should govern from law,education,and technology in order to promote the regulations of short video advertisements for basic education products.

关 键 词：基础教育产品 短视频广告 叙事逻辑 传播异化 

分 类 号：G61[文化科学—学前教育学]