作为数字阅读文本的在线视频——一项基于媒介融合视角的分析  

Online Video as Digital Reading Text:An Analysis from the Perspective of Media Convergence

作　　者：卢嘉杰 张晗[2] LU Jiajie;ZHANG Han(School of Literature and Media,Dongguan University of Technology,523808,Dongguan,China;School of Media and Communication,Shenzhen University,618061,Shenzhen,China)

机构地区：[1]东莞理工学院文学与传媒学院,东莞523808 [2]深圳大学传播学院,深圳518061

出　　处：《数字出版研究》2024年第1期25-32,共8页DIGITAL PUBLISHING RESEARCH

基　　金：东莞理工学院2021年校级质量工程“数字媒介互动营销:从媒介理论到产业实践”(项目编号:202102019)。

摘　　要：在数字媒体时代,随着移动互联网的普及,以及受众个性化内容需求和媒体消费方式的转变,在线视频方兴未艾。本文以詹金斯(Henry Jenkins)的媒介融合理论和参与式文化理论为分析框架,从技术、产业和文化的层面探讨在线视频作为一种新型数字阅读文本的可能性。需要强调的是,本文所讨论的“在线视频”特指通过动态视频呈现文字文本,且以字幕和旁白为主要内容的视频。本文发现:非线性、碎片化的在线视频内容在信息获取功能上部分取代了线性的印刷文本;在线视频本身也存在弱化视觉内容、强化听觉内容的文本化趋势。本文认为,将在线视频纳入数字阅读文本的范畴,是对数字阅读内涵边界的合理拓展,能为在线视频、人工智能生产视频等新兴业态的发展提供有益参考。Facilitated by the prevalence of internet use,the demands for customised content and the transformation of media consumption,online videos have become prosperous in the era of digital media.In the light of Henry Jenkin’s theories of media convergence and participatory culture,this research explored the potential of online video for being a new type of digital reading text from the technological,industrial and cultural perspectives.It should be addressed that the‘online video’discussed in this research referred specifically to videos that present written text through moving video with voiceover and subtitles as the main content.It was found that:online videos partially replaced the information-access function of linear printed text with their non-linear and fragmental content;online videos had a tendency to highlight audio content and weaken visual content.In summary,it is reasonable expansion of the connotation boundaries of digital reading to consider online videos as an ew type of digital reading text.This point of view can provide useful reference for the development of online video,AI-generated video and other emerging industries.

关 键 词：数字阅读 媒介融合 参与式文化 在线视频 

分 类 号：G230.7[文化科学]