“狂欢理论”视阈下抖音短视频传播主题及呈现特质解读

Interpretation of Communication Theme and Presentation Characteristics of Douyin Short Videos from the Perspective of"Carnival Theory"

中国互联网络信息中心2020年3月统计显示,短视频用户规模达7.73亿。而短视频中的佼佼者——抖音更是在上线不久就吸引了大批拥趸,运用巴赫金的"狂欢理论"解析这一狂热现象,发现"身体符号的呈现、缤纷生活的展示和广告营销的聚集"是其三大传播主题。在三大主题建构的抖音狂欢世界里呈现出四大特质:满足自由社交之欲望;营造笑谑的情绪状态;降格传统与神圣;情感表达之肆意宣泄。面对短视频传播的狂欢热潮,需要警惕其问题:媒介文化表层化降低了受众审美能力;低俗无聊内容产生价值误导;沉迷虚拟世界导致网络上瘾和精神空虚;商业狂欢加速数字"毒品"的生产。

According to statistics from China Internet Network Information Center in March 2020,the number of short video users reached 773 million.And the champion of short videos,Douyin,attracted a large number of fans soon after it was launched.This article uses Bakhtin’s"carnival theory"to analyze this fanatic phenomenon,and finds that"the presentation of body symbols,the display of colorful life,and the gathering of advertising and marketing"are its three major communication themes.Four characteristics are presented in the carnival world of Douyin,i.e.satisfying the desire to socialize freely,creating a funmaking mood,degrading tradition and sacredness,and wanton venting of emotion.In the face of the carnival craze of short video transmission,one needs to be vigilent of the problems.For instance the superficial media culture reduces the aesthetic ability of the audience.The vulgar and boring content leads to misleading value.Indulgence in the virtual world leads to Internet addiction and spiritual emptiness.The commercial carnival accelerates the production of digital drugs.