新型主流媒体叙事话语实践的创新路径  

Innovative Pathes to Narrative Discourse Practices in New Mainstream Media

作　　者：刘果[1] LIU Guo(School of Journalism and Communication,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081

出　　处：《编辑之友》2025年第3期66-73,共8页Editorial Friend

基　　金：湖南省社会科学基金项目“新型主流媒体叙事创新研究”(23YBA056)。

摘　　要：持续创新有中国特色的叙事话语,深耕新闻生产实践中的叙事话语建构艺术,是新型主流媒体创新发展的内容基础。基于场景转换的叙事编码设计和嵌套式的叙事结构变革,是对新型主流媒体叙事话语实践基础的创新,通过对传统主流媒体叙事话语进行根本性改造,满足互联网背景下主流舆论宣传新的要求。以正面宣传为主的群像描摹、以共情为目的的融情化表达,以及基于技术赋能的互文性整合,是对新型主流媒体叙事话语实践表达路径的变革。这些均围绕如何优化用户体验、增强话题趣味性和感染力展开,以优化传播效果为旨归。实践证明,这些既是讲好中国故事的有效话语策略,也是新型主流媒体提升“四力”、推进深度融合和高质量发展的必由之路。Continuously innovating narrative discourse with Chinese characteristics and deeply cultivating the art of constructing narrative discourse in news production practice are the content foundation for the innovative development of new mainstream media,which will inject strong impetus into its mission realization.The narrative coding design based on scene transformation and the nested narrative structure reform aim to innovate the infrastructure of its discourse practice,and fundamentally transform the traditional mainstream media narrative discourse to meet the new requirements of mainstream public opinion publicity against the background of the Internet.The changes in the expressing approach to discourse practice focus on how to optimize user experience,enhance topic interest and infectiousness.Specifically,the practice of narrative discourse in new mainstream media lies in three transformative paths:ensemble portrayal centered on positive-oriented publicity,emotional integration expression aimed at empathy,and intertextual integration enabled by technological empowerment.Actual practice has proven that they are not only an effective discourse strategy for telling China's stories well,but also a necessary path for new mainstream media to enhance their"four forces",promote deep integration,and achieve high-quality development.

关 键 词：新型主流媒体 叙事话语创新 讲好中国故事 媒体融合 

分 类 号：G206[文化科学—传播学]