舞剧传播的受众卷入度研究——基于《只此青绿》微博数据的内容分析  

Audience Involvement of Dance Drama Communication:a Content Analysis Based on Weibo Data of The Journey of a Legendary Landscape Painting

作　　者：韩玉坤 樊晓燕 HAN Yu-kun;FAN Xiao-yan(School of Marxism,Xi'an Jiaotong University,Xi'an 710049,China)

机构地区：[1]西安交通大学马克思主义学院,西安710049

出　　处：《北京舞蹈学院学报》2024年第3期103-117,共15页Journal of Beijing Dance Academy

基　　金：教育部哲学社会科学研究重大课题攻关项目“社会主要矛盾变化背景下人民美好生活需要的内涵研究”(项目编号18JZD010)研究成果。

摘　　要：引入传播学理论和方法建立舞剧传播的解释框架,探寻舞剧传播效果的提升进路是舞蹈传播学研究的重要问题。文章以接受理论为基础,运用词频、语义网络和扎根分析方法,从2710条《只此青绿》微博评论中提炼出受众认知、情感和行为卷入度的范畴结构及相互作用机制数据并对其进行分析。研究发现:直观、情绪和个人化的话语修辞更易于进入舞剧传播舆论场;舞剧传播具有显著的小世界效应和圈层化特征,建构起“核心—次核心—过渡—边缘”四层结构;舞剧传播的受众卷入度整体呈现“认知—情感—行为”递进关系,情感卷入是核心环节,应更充分地发挥认知、行为卷入作用。研究提出优化舞剧传播效果的四条建议:提升受众审美素养,规避娱乐化、庸俗化传播陷阱;调适舞剧记忆点节奏,充分运用传统文化符号打通意义空间;依托大型社会文化仪式构建媒介事件,建构普通受众对舞剧艺术的期待视野;拓展舞剧人际传播网络,提升意见领袖媒介素养。It is an important issue in the current research of dance drama communication to introduce the theories and methods of communication to establish an interpretation framework for dance drama communication and explore ways to improve the communication effect of dance drama.Based on the reception theory,this paper uses word frequency,semantic network,and methods of grounded theory to extract and analyze the category and the structure,and interaction mechanism of the audience's cognitive,emotional,and behavioral involvement from 2710 Weibo comments on The Journey of a Legendary Landscape Painting.It finds that intuitive,emotional,and personalized discourse more easily enters the public opinion field;dance drama communication exhibits a significant small-world effect and hierarchical characteristics,constructing a four-layer structure of“core-subcore-transition-periphery”;and the audience involvement generally follows a“cognitive-emotional-behavioral”progression,with emotional involvement being the core element,while the roles of cognitive and behavioral involvement should be more fully utilized.The study proposes four suggestions to optimize the communication effectiveness of dance drama:enhancing the aesthetic attainment of the audience and avoiding the traps of entertainment and vulgarization;adjusting the distribution of dance drama's memorable points and making full use of traditional cultural symbols to open up the meaning space;relying on large-scale social and cultural rituals to generate media events and raise the general audience's expectation for dance drama;and expanding the interpersonal communication network of dance drama and enhancing the media literacy of opinion leaders.

关 键 词：舞剧传播 受众卷入度 接受理论 《只此青绿》 内容分析 质性研究 

分 类 号：J792.4[艺术—舞蹈]