面向“Z世代”传播侯官文化的符号共情策略研究  

Research on symbolic empathy strategies forcommunicating Houguan culture to Generation Z

作　　者：周禄涛 ZHOU Lutao(School of Marxism,Fujian University of Traditional Chinese Medicine,Fuzhou 350122,China)

机构地区：[1]福建中医药大学马克思主义学院,福建福州350122

出　　处：《福建理工大学学报》2024年第5期503-510,共8页JOURNAL OF FUJILAN UNIVERSITY OF TECHNOLOGY

基　　金：2021年度高校思想政治理论课教师研究专项一般项目(21JDSZK014);2020年度福建省中青年教师教育科研项目(JAS20118);福建省教育科学“十四五”规划2021年度课题(FJJKBK21-207)。

摘　　要：“Z世代”是担当民族复兴重任的生力军,但价值观形塑尚未完成,需要先进文化加以引导。侯官文化作为中华优秀传统文化的有机组成部分,蕴含深厚的文化精神,对“Z世代”有着独特传播价值。“Z世代”在情感认知、媒介个性、渠道偏好上表现出的差异聚合特质,给侯官文化的有效传播带来了挑战。传播内容的价值性彰显不足,传播话语的贴近式表达欠缺,传播形式的符号化升级滞后,使侯官文化难以与“Z世代”的主流叙事有机耦合。对此,应运用符号共情策略,聚焦面向“Z世代”讲什么好、怎么讲好和用什么讲三个维度的实践进路,以价值理性牵引故事内容创作,以对话意识盘活主题话语表达,以视觉具象提升文化渠道体验,提升侯官文化传播力影响力。Generation Z is a rising force to take on the important task of national rejuvenation,but the shaping of their values has not yet been completed,and needs to be guided by advanced culture.As an organic part of the excellent traditional Chinese culture,Houguan culture contains a profound cultural spirit,which has a unique communication value for Generation Z.Generation Z's qualities of differential aggregation in emotional cognition,media personality and channel preference have brought challenges to the effective dissemination of Houguan culture.The deficiency of value manifestation of communication content,the lack of close expression of communication discourse,and the lagging behind of symbolic upgrading of communication form make it difficult for Houguan culture to be organically coupled with the mainstream narrative of Generation Z.In this regard,the symbolic empathy strategy has to be applied,focusing on the practical approach to the three dimensions of“Z generation”:what to say,how to say it well and what form to use.Value rationality is used to lead the story content creation,dialogue consciousness is used to revitalize the theme discourse expression,visual representation is used to enhance the cultural channel experience,so as to elevate the influence of Houguan culture.

关 键 词：侯官文化 “Z世代” 符号共情 传播策略 

分 类 号：G641[文化科学—高等教育学] G122[文化科学—教育学]