“莫言”微信公众号的莫言媒介形象建构  

Self Construction of MO Yan's Media Image on the WeChat Official Account

作　　者：黄勇军[1] HUANG Yong-jun(School of Journalism and Media,Chongqing Normal University,Chongqing 401331,China)

机构地区：[1]重庆师范大学新闻与传媒学院,重庆401331

出　　处：《北方民族大学学报(哲学社会科学版)》2025年第1期151-159,共9页Journal of North Minzu University(Philosophy and Social Science)

基　　金：国家社会科学基金项目“中国现代电影小说史料的搜集、整理与研究”(20XZW021)。

摘　　要：我国首位诺贝尔文学奖获得者莫言开通微信公众号,这是一个里程碑式的文学事件。莫言充分利用新媒体赋权,由被动“他塑”实现主动“自塑”,娴熟运用文字、表情包、音频、视频等多维文本符号,在微信公众号的书写中建构自我展示的公共空间,建构多元立体、有别于以往传统媒介形塑、广受网民尤其是年轻人喜爱的全新公共媒介形象。这不仅有助于破除传统媒介的刻板塑造,维护与读者的交往黏性,同时能够突破文学传播场域,实现象征资本的置换,推动流量经济变现。莫言媒介形象自我建构实践表明,作家可以顺应新媒体时代需要,在保持个体特色的同时彰显自己独特的优势和社会影响力。As the first Nobel Prize in Literature in China,MO Yan opened his WeChat official account“MO Yan”,which is a landmark literary event. MO Yan made full use of the empowerment of new media to realize active“self-molding”from passive“other-molding”and skillfully used multi-dimensional textual symbols such as words,memes,sounds,videos,and other symbols to build a public space for self-presentation in his WeChat official account. It has constructed a new public media image that is different from the traditional media image and popular among netizens,especially young people,which is wise,humors,life-loving and approachable. This not only helps to break the stereotypical shaping of the traditional media and maintain the adhesion with readers,but also breaks through the domain of literary communication,realizes the replacement of symbolic capital,and promotes the economic realization of traffic. The practice of self-construction of MO Yan's media image shows that writers should conform to the needs of the times,and give full play to their unique advantages and social influence in the era of new media while maintaining their individual characteristics.

关 键 词：莫言 媒介形象 严肃作家 微信公众号 

分 类 号：G206[文化科学—传播学]