新媒介环境下主流文化与青年亚文化的对话——从央视公益广告的转型说起

Dialogue between Mainstream Culture and Youth Subculture in the New Media Environment:From the Perspective of Transformation of CCTV's Public Service Advertising

互联网技术的快速发展与普及,带动了青年亚文化的成长与转变,青年群体在新媒介中掌握着越来越广泛的话语权。社会主义核心价值观是主流文化的精神内核,是国民价值取向的集中体现,社会主义核心价值观必须面向社会成员进行整合传播。央视公益广告具有良好的传播范围和传播效果,同时也是社会主义核心价值观培养和教育的重要途径。对青年群体来说,传统媒介时代的公益广告其生硬的灌输式单项度传播模式,已逐渐不符合当下青年受众的心理特征与接受方式。在新媒介环境下,央视公益广告开始思考转型,转变传统的传播模式,从青年受众接受心理与审美理想出发,使社会主义核心价值观得以有效传播。

The rapid development and popularization of the internet technology drive the growth and change of the Youth subculture. The young are holding a wide range of discourse power in the new media environment. Socialist core value is the spiritual core of mainstream culture and the concentrated reflection of na-tional values. CCTV public service advertising has wide transmission range and good effect, meanwhile it is themain way of cultivation of the socialist core value. As for youth group, the public service advertising of the traditional media era with the rigid and instilling way of one dimension propagation mode has been gradually unfitfor their psychological feature and acceptance way. In the new media environment, CCTV public service advertising starts changing traditional model to achieve a goal of the implementation of socialist core values effectively considering the psychological and aesthetic ideals of youth audiences.