China Travel风潮下外国博主北京旅行Vlog的数字叙事策略  

A Study on the Digital Narrative Strategies of Beijing Travel Vlogs on YouTube under the Trend of China Travel

作　　者：漆亚林 王坤 QI Yalin;WANG Kun

机构地区：[1]中国社会科学院大学新闻传播学院 [2]中国社会科学院大学新闻传播学院创意传播研究中心

出　　处：《新闻传播学刊》2024年第4期78-86,共9页

摘　　要：跨国旅行在后疫情时代逐渐复苏,中国144小时过境免签政策推动外国民众“China Travel”(中国游)兴起,外国博主制作的旅行Vlog成为中国形象“他者”建构的重要媒介与可见力量,彰显出数字媒介在“China Travel”过程中的具身性、沉浸性、交互性和在地性的话语特征。本文结合数字叙事与数字修辞理论,以YouTube平台上外国博主发布的北京旅行Vlog为研究对象,从故事和话语两个维度进行叙事分析,探究跨文化背景下外国博主的数字叙事策略。本文发现,外国博主擅长按照具身行动下的时空结构进行个体叙事,基于共情能力、认知机制等心理基础,结合数字视频平台的媒介特性,运用语图互文、意象建构等修辞策略激发用户参与,从而重构叙事结构,形塑用户认同。China’s 144-hour visa⁃free transit policy has promoted the rise of“China Travel”among foreigners in the post⁃epidemic era.Travel Vlogs produced by foreign vloggers have become an important medium and visible force for constructing the image of China with the perspective of“the other”,demonstrating the discourse characteristics of digital media in the process of“China Travel”,including embodiment,immersion,interactivity,and locality.Taking Beijing travel Vlogs posted on YouTube platform by foreign vloggers as research objects,this paper conducts narrative analysis with the guidance of digital narrative and digital rhetoric theories from two dimensions,story and discourse,to explore the digital narrative strategies of foreign bloggers in a cross⁃cultural context.This paper figures out that western vloggers are used to writing individual narratives according to the structure of time and space under the structure of embodied actions.Based on psychological foundations such as empathy and cognitive mechanism,as well as the media characteristics of digital video platforms,they use rhetorical strategies such as speech⁃image intertex tuality and image construction to involve user participation,which has also resulted in the recon⁃struction of narrative structure and the construction of user identification.

关 键 词：旅行Vlog 数字叙事 数字修辞 国际传播 

分 类 号：G206[文化科学—传播学] F592.7[经济管理—旅游管理] F125[经济管理—产业经济] F49