短视频嵌入文旅融合的产业传播路径探究——基于格兰诺维特嵌入性理论的分析  

On the Industrial Communication Path of Short Video Embedded in Culture-Tourism Integration:An Analysis Based on Granovetter's Embeddness Theory

作　　者：张爱红[1] Zhang Aihong

机构地区：[1]山东大学艺术学院,济南250010

出　　处：《复印报刊资料（文化创意产业）》2023年第3期58-68,共11页CULTURAL INNOVATION INDUSTRY

基　　金：山东省社会科学规划研究项目“山东乡土艺术资源的数字化开发”(22CWYJ13);山东大学青年学者未来计划人才项目“时尚文化产业研究”(2018WLJH20)。

摘　　要：互联网是我国数字文化产业的重要载体,亦是当前我国文旅融合的重要产业传播方式。当前,互联网经济的迅速发展以及读屏时代下受众碎片化浏览习惯的养成,使得短视频异军突起。一场以短视频为重要载体、嵌入文旅融合的新型产业传播方式已悄然而至。基于格兰诺维特的嵌入性理论,这种产业传播方式呈现出“意见领袖”引领化、文化内容符号化、内容表达生活化以及传播渠道多元化的特点。短视频嵌入文旅融合需重视其产业传播的管理:在内容上,应以优质原创内容为核心,注重真实性的表达;在运营上,文旅现场要结合大数据分析,重视对景点的规划设计;在监管上,要有防范于未然的风险意识,最终形成网络传播新生态,为推进我国文化产业的数字化发展提供可参考的产业传播路径。The Internet is an important carrier of China's digital culture industry,and also it is an important industrial communication mode of culture-tourism integration in China.At present,with the rapid development of the internet economy and the development of the audience's fragmented browsing habits in the era of screen reading,short video is suddenly emerging.A new industrial communication mode,with short video as an important carrier and embedded in the integration of culture and tourism,has quietly emerged.According to Granovetter's embeddedness theory,this industrial communication mode presents a series of characteristics such as opinion leader's leading,cultural content symbolizing,content expression living and diversified communication channels.The integration of short video which embedded in culture and tourism needs to pay attention to its industrial communication management.In terms of content,we should focus on high-quality original content and pay attention to the expression of authenticity.In terms of operation,the tourism site should combine big data analysis and attach importance to the planning and design of scenic spots.In terms of supervision,we should have the awareness of preventing risks in the future,and finally form a new network communication ecology,so as to provide a referable industrial communication path for promoting the digital development of China's cultural industry.

关 键 词：短视频 互联网经济 文旅融合 嵌入性理论 产业传播 

分 类 号：F592[经济管理—旅游管理] G124[经济管理—产业经济]