场景·话语·互动:短视频产品年轻态传播范式创新

Scene,Discourse and Interaction:Research on the Innovation of Young Communication Paradigm of Short Video Products

数字技术改变了传统的媒介生态,“倒逼”传统媒体逐步建立起基于网络传播格局的“产品思维”,并由此展开了一系列产品化实践。本文聚焦于当下占据主导地位的短视频产品及其Z世代用户群,结合多个实践案例,从场景仪式、话语体系、互动模式等角度,剖析传统媒体短视频产品年轻态传播范式的创新路径,进而探讨媒体融合在进入纵深阶段后,如何拓展多元语境下的传播和社会联结。

The traditional media ecology has been changed by digital technology,so the traditional media is "forced" to gradually establish the "product-oriented thinking" based on the online communication pattern. As a result,a series of product-based practice has been launched. This article focuses on the dominant short video products and their Z-generation user groups. Through the combination of multiple cases,the innovative paths of the youth communication paradigm of traditional media short video products are analyzed from the perspectives of scene ceremony,discourse system and interaction mode,so as to explore how to expand the communication and social connection in multiple contexts after the media integration enters a new age.