“中国梦”的媒介建构机制及其文化意义生产 ——以“梦娃”系列公益广告为例

Construction Mechanism of“Chinese Dream”Medium and Production of Its Cultural Meaning—Taking Mengwa Series of Public Service Advertising as an Example

中国梦系列公益广告以普通社会大众的日常生活为题材,建构现实生活,映射时代特征。中国梦系列广告在虚拟的媒介建构中使用了轻松适当的标准,对公益广告进行内容选择和文化叙事,梦娃系列公益广告活动中符号和意义生产之间的关联、传统文化元素的植入与融合以及通俗易懂的视听语言运用。最后提出公益广告帮助中国梦政治话语走向媒介化、生活化,也帮助避免中国梦意义生产的泛化,从而给媒介超越固有的宣传、教化等提供了可能的出路,为中国梦观念的再塑提供必要的路径。

“Chinese Dreams”Series of public service advertisement tell the story of ordinary people and offer a true and down-to-earth reflection of the time.It concludes that proper standards have been adopted in the virtual medium construction of the Series,which have focused on the content and the cultural elements.These standards have helped the bring out the interaction between symbols and cultural meaning,the implanting of traditional cultural elements,and the usage of language familiar to the audience.From the case study of“Dreamdoll”Series,this paper observes that public service advertisement has succeeded in popularizing the political discourse of“Chinese Dreams”and fully embodying the Dreams,so as to remove the stereotype of Chinese publicity and reshape and revive the Dreams.