媒介深融进程中短视频的话语转向探析——以《央视新闻》的新闻短视频为例

Discourse Turn of Short Video in the Process of Media Integration--Take the News Short Video of CCTV News as an Example

与大众生产的短视频相较而言,主流媒体如《央视新闻》的新闻短视频生产从"被动"走向"主动"和"互动",成为热搜的常客。就传播主体而言,新闻短视频生产呈现亲民的人格化叙事;就传播表征而言,新闻短视频生产呈现由被动的二次剪辑传播向专业化的优势资源整合传播转向;就其传播效果而言,新闻短视频生产形成了裂变式的传播,有助于社会共鸣,实现品牌价值的再创造。新闻短视频频上热搜的背后,是技术赋权下的文化重心下移与叙事性情感交互逻辑的共振,是媒介进入深度融合的进程中对主流媒体发出主流声音提出的"规定动作"。

Compared with User Generated Content short videos,the news short video production of mainstream media such as CCTV news turned from"passive"to"active"and"interactive"and became a frequent User Generated Content.As far as the main body of communication is concerned,the production of short news video presents the personification narration of the people.In terms of communication representation,it turns from passive secondary editing communication to specialized superior resources integration communication.As far as its communication effect is concerned,it forms a split communication,which is conducive to social resonance and the re-creation of brand value.Behind the popular search on the frequency is the resonance between the cultural center shift under the technology empowerment and the interactive logic of narrative emotion.It is also the prescribed action proposed by the mainstream media to give mainstream voice in the process of deep integration.