态度与温度打造思想力度:传播仪式观视角下的社教类节目正能量话语分析——以《开讲啦》为例

Attitude and temperature-building thought:the discourse analysis of the social education program under the perspective of the communication concept,taking the example of“the voice”

泛娱乐化时代下,人们将现实的压力转化成对戏谑的狂欢,虚无的狂欢背后是对主流价值观的消解和异化。当明星真人秀节目充斥荧屏,当网络口水战成为饭后谈资,《开讲啦》作为社教类节目以一种文化符号的形式,通过大众化传播精英文化的路径,实现作为口语传播的演讲的双向性,解答时下青年人的迷茫和困惑,引发观众的强烈共鸣。正能量话语在社教类节目中的构建和呈现,适应了新媒体环境下受众的多元化审美,反映了文化符号在传播中对价值观念的正面引导作用。

In the era of excessive entertainment,people indulge themselves in banter to escape from pressure of reality.Behind this indulgence,effectively,is neutralization of mainstream values.Chinese TV screens are now flooded with celebrity reality shows and online verbal scuffles that have become something people chat about after dinner.In contrast,“The Voice”,a social educational program,acts as a cultural symbolic tool that popularizes elite culture and realizes the dialogical function of oral communication.It disperses confusions of young people and resonates with their inner voices.The construction and presentation of“positive-energy”discourse through social-educational programs,not only cater to the audience’s diversified tastes under the new media environment,but also reflect the positive role of such cultural symbolic tools in communicating positive norms and values in Chinese society.