塑型·表征·隐喻:世界杯短视频

Shaping,Representational,Metaphor:World Cup Short Videos

在卡塔尔世界杯赛事传播中,迎合媒介融合背景、生产主题多元且内容丰盈的短视频,打造了全景呈现世界杯的媒介新景观。世界杯短视频不仅有力配合了横屏转播世界杯的传统方式,更对聚合用户情感,延伸用户想象,提高用户黏性起到了重要作用。本研究旨在从媒介化、空间化、符号化三个维度对世界杯短视频进行价值诠释。研究表明,世界杯短视频影响了用户的观念结构和行为实践,其塑造的表征空间以身体呈现和情感积聚构建了新型空间关系,其对于视听符号的创新运用隐喻了用户身份认同,强化了赛事潜藏的狂欢仪式,最终指向体育精神传播。因此,本研究既对世界杯期间的短视频创作做了总结,也可为未来短视频对体育赛事传播的赋能增效提供一定的思路。

In the communication of Qatar World Cup,the cater to the background of media integration,produce short videos with diverse themes and rich content,and create a new media landscape of the World Cup panorama.The short video of the World Cup not only effectively matches the traditional way of broadcasting the World Cup in horizontal screen,but also plays an important role in aggregating user emotion,extending user imagination and improving user adhesion.This study aims to interpret the value of World Cup short videos from three dimensions:mediatization,spatialization and symbolization.The research shows that the short video of the World Cup affects the concept structure and behavior practice of users.The representation space shaped by it builds a new spatial relationship with the physical presentation and emotional accumulation.Its innovative use of audio-visual symbols metaphors the user's identity,strengthens the carnival ceremony hidden in the event,and finally points to the spread of sports spirit.Therefore,this study not only summarizes the creation of short videos during the World Cup,but also provides certain ideas for empowering and enhancing the communication of sports events by short videos in the future.