数字“创益”的价值共塑:精准公益传播实战与广告人才培养的范式革新  

Collaborative Creation of Digital“Benefit Creation”Value:A Paradigm innovation in Precision Public Welfare Communication and Advertising Talent Development

作　　者：谭宇菲 Tan Yufei

机构地区：[1]首都经济贸易大学文化与传播学院广告系

出　　处：《现代广告》2024年第17期17-23,共7页Modern Advertising

摘　　要：数字技术与人工智能介入传播领域以来,技术逻辑影响下的媒介场景和传播路径被全然颠覆,传统的广告结构和形态被瓦解,相比商业领域的快速反应,数字时代的公益传播和人才培养亟待革新。本文讨论了精准公益传播实战“技术共生”、“专业共鸣”和“群体共情”的运作机制下,在公益传播实效提升基础上,达成广告人才培养有效转型的数字“创益”新范式。Since the intervention of digital technology and artificial intelligence in the field of communication, media landscapes andcommunication pathways have been fundamentally altered by technological logic. Traditional advertising structures andforms have been disrupted. Compared to rapid responses in the commercial sector, public welfare communication andtalent cultivation in the digital era urgently need innovation. This article discusses the new paradigm of digital "benefitcreation" that achieves effective transformation in advertising talent cultivation based on the operational mechanisms ofprecise public welfare communication, such as "technological symbiosis", "professional resonance", and "group empathy".

关 键 词：数字“创益” 精准公益传播 人才培养范式 

分 类 号：G64[文化科学—高等教育学]