乡村题材短视频的叙事批判及其宣介效用探赜  

On the Effectiveness of Narrative Criticism and Publicity of Rural-Themed Short Videos

作　　者：胡作友[1] 王攀宇 HU Zuoyou;WANG Panyu(School of Foreign Studies,Hefei University of Technology,Hefei,230601,China)

机构地区：[1]合肥工业大学外国语学院,合肥230601

出　　处：《重庆科技大学学报(社会科学版)》2025年第1期92-101,共10页Journal of Chongqing university of science and technology(social science edition)

基　　金：国家社会科学基金项目“《文心雕龙》话语体系英译和中西文论对话研究”(17BYY061);国家社会科学基金重点项目“欧美现代派小说与印象主义视觉艺术关系研究”(24AWW006)。

摘　　要：乡村题材短视频常见以逆向性反用、改良性重塑或创新性再造为主要表征的叙事批判。从叙事形式看,乡村题材短视频完成了乡村文本由可读转向可感、乡村由边缘走向中心、乡村叙述者由官方让渡给民众的任务;从叙事内核看,乡村题材短视频针对乡村文化传播存在的主要问题进行重构,形成了反成见叙事、反恶俗叙事、反同质叙事3种类型,体现了叙事正义;从叙事归旨看,叙事批判实现了从叙事到宣介的逻辑演进。通过形塑高效的宣介空间、共情的宣介手法、平民的宣介语境、近因的宣介技巧、独特的宣介美学、新奇的宣介风格,为新时代中国乡村宣介提出了方案,逐渐构建起形象生动的中国乡村叙事体系,实现了理论和实践的紧密结合。In rural-themed short videos,narrative criticism is often characterized by reverse counter-use,constructive reshaping,or innovative recreation.From the perspective of narrative form,these videos have accomplished the task of transforming rural texts from readable to perceptible,moving rural areas from margins to the center,and shifting rural narrators from official voices to the general public.From the perspective of narrative core,these videos have reconstructed the main issues in rural cultural communication with three types of narratives:anti-prejudice,anti-vulgarity,and anti-homogeneity,thereby reflecting narrative justice.From the perspective of narrative objective,narrative criticism has undergone a logical evolution from narrative to publicity.By employing an effective publicity space,an empathetic publicity approach,a civilian publicity context,a proximate publicity technique,unique publicity aesthetics,and novel publicity styles,these videos propose a program for Chinese rural publicity in the new era,gradually establishing a vivid Chinese rural narrative system characteristic of integration of theory and practice.

关 键 词：中国乡村 短视频 叙事批判 乡村宣介 

分 类 号：F323[经济管理—产业经济]