摘要
2021年的河南卫视春晚既是一次地方卫视打造的网络现象级传播案例,也是一次优质的河南地域文化输出。通过内容分析法、框架理论和“诠释包裹”理论对河南卫视春晚“出圈”过程中多元媒介的微博话语进行分析后,发现其具有三种“出圈”路径:共鸣共情、价值确认以及互动参与。其成功出圈也提供了创作启示:挖掘地域文化、进行人格化传播以及注重话题营销和节目IP开发。
Spring Festival Gala of Henan satellite TV in 2021 is not only a high-quality regional culture export,but also an efficient communication case in the era of social media.Firstly,this paper analyzes the micro blog discourse of multi-media in the process of tremendous popularity of Henan Spring Festival gala by using content analysis,framework theory and"interpretation package"theory.Secondly,according to the inductive discourse framework and sips model,this paper summarizes three means to gain tremendous popularity,including resonance and empathy,value confirmation and interactive participation.Finally,it points out its inspirations in creation.
作者
张诚
ZHANG Cheng(School of Film and Television Media,Shanghai Normal University,Shanghai 200233,China)
出处
《平顶山学院学报》
2021年第6期100-105,共6页
Journal of Pingdingshan University
关键词
河南卫视春晚
SIPS模型
话语表达
文化传播
Henan Spring Festival Gala
SIPS model
discourse expression
cultural communication
