短视频生产的物性转型及其文化批判  

Material Transformation of Short Video Production and Its Cultural Criticism

作　　者：柴冬冬 程文韬 CHAI Dong-dong;CHENG Wen-tao(School of Cultural Creativity and Media,Hangzhou Normal University,Hangzhou,311121)

机构地区：[1]杭州师范大学文化创意与传媒学院

出　　处：《云南社会科学》2024年第6期155-164,共10页Social Sciences in Yunnan

基　　金：浙江省哲社之江青年专项课题“跨文化视域下中国短视频影像的民族性表达与话语建构研究”(项目号:24ZJQN026Y);国家社会科学基金青年项目“当代中国短视频文化的‘乡村叙事’研究”(项目号:21CZW011)的阶段性成果。

摘　　要：短视频是一种新兴的可以聚合万物、重构物我关系,并持续制造品味的综合性数码物,具有重要的媒介功能,呈现出作为感官触达物、弥合认知物与理性归位物的不同属性。短视频的生产与传播也是物的弥散过程,是物在身体、界面、数字装置之间的往复运动,与其他物持续产生关联,形成短视频文化消费品味。品味的形成是由不可见变为可见、由实物变为符号的、由自在变为非自在,其背后是权力的分割与隐喻,涉及物的归类、渲染、遗弃及可见性的分配问题。物的弥散既有其积极性,但也容易使短视频滑向媒介奇观与感官狂欢逻辑,引发审美虚无。短视频的价值归位需构建作为审美物的文化生产范式,以美的属性与价值美学作为补充,同时还要聚焦引导创作者建立实在性审美立场,提升平台的美学运营意识,着力构建短视频的人民性文化实践审美风尚。Short videos are an emerging digital medium that can aggregate various elements,reshape the relationship between objects and subjects,and continuously create a sense of taste.With significant media functionality,short videos present diverse attributes,act as sensory objects,bridge cognitive objects and rationally positioning objects.The production and dissemination of short videos is also a process of dispersal of objects,involving a reciprocal movement between bodies,interfaces,and digital devices.These interactions with other objects continuously create associations that form a cultural taste in short video consumption.The formation of taste is the transformation of the invisible into the visible,the transformation of tangible objects into symbols,and the transformation of spontaneity into non-spontaneity.Its core lies in the division of power and metaphor,involving the classification,rendering,abandonment,and allocation of visibility of objects.The dispersal of objects has both positive aspects but also tends to lead short videos towards the logic of media spectacle and sensory orgy,causing aesthetic emptiness.The value alignment of short videos needs to build a cultural production paradigm as aesthetic objects,supplemented by the attributes and value aesthetics,and also focus on guiding creators to establish a realistic aesthetic stance and enhancing aesthetic operation awareness of the platform,striving to build a cultural practice aesthetic trend of people-oriented short videos.

关 键 词：物性转型 短视频文化 文化品味 审美虚化 短视频治理 

分 类 号：G206[文化科学—传播学]