融媒体时代下数字化宣传的表征、形式与策略

The Representation,Formand Strategy of Digital Propaganda in the Era of Converged Media

网络信息技术与数字技术的快速发展,进一步整合媒介资源、推动媒介深度融合,使社会进入融媒体时代。在此背景下,数字化宣传中媒介深度参与社会信息传播、数字宣传高度依赖技术语言、数字审美出现娱乐化倾向等表征愈发明显。LED显示屏、网站网页、户外终端设备、移动终端成为数字化宣传的主要形式,文字、图像、音频、视频等各类数据得以广泛传播,数字化宣传从内容到模式,从宣传主体到受众群体,皆出现明显变化。在信息资讯泛滥、受众审美疲劳的趋势下,数字化宣传需以时代发展和受众需求为出发点,通过优化宣传工具、拓展宣传深度、开发衍生产品等策略,使数字化宣传过程服务宣传对象、回归宣传本质,切实提高数字化宣传的效率与质量。

The rapid development of network information technology and digital technology has further integrated media resources and promoted the deep integration of media,bringing society into the era of media integration.In this context,in digital propaganda,the media are deeply involved in social information dissemination,digital propaganda is highly dependent on technical language,and digital aesthetics tends to be entertainment-oriented.LED display screens,website pages,outdoor terminal equipment,and mobile terminals have become the main forms of digital propaganda.Text,images,audio,video and other data can be widely disseminated.Digital propaganda ranges from content to mode,from the main body to the audience.Significant changes have occurred.Under the trend of information flooding and audience fatigue,digital publicity needs to take the development of the times and the needs of the audience as the starting point,and through strategies such as optimizing publicity tools,expanding the depth of publicity,and developing derivative products,the digital publicity process can serve the publicity target and return to the essence of publicity to effectively improve the efficiency and quality of digital publicity.