从“情感按摩”到“情感消费”:北京2022冬奥会短视频的模因传播研究

From"Emotional Massage"to"Emotional Consumption":Research on the Meme Communication of Short Videos of 2022 Beijing Winter Olympic Games

在“视频社会化时代”,短视频日益介入到当代社会文化知识生产和传播过程中,北京2022冬奥会期间,互联网上出现了一批北京冬奥会短视频作品,成为信息传播、舆情引导、情感连接的重要载体。这些短视频作品从视觉、心理和审美层面“按摩”观众,并努力在新的文化语境中建构人们新的“情感消费模式”。本文通过对北京冬奥会短视频作品展开媒介文本解读,以模因传播为主要研究问题,探究影像背后所蕴含的情感肌理、文化传播机制和消费逻辑,进而更深入地探讨短视频赋能体育文化传播的普适性路径,这将是视频社会化时代体育文化传播的重要命题。

In the"era of video socialization",short videos are increasingly involved in the production and dissemination of contemporary social and cultural knowledge.During the 2022 Beijing Winter Olympics,a number of short video works of the Beijing Winter Olympics appeared on the Internet,becoming an important carrier of information dissemination,public opinion guidance,and emotional connection.These short video works"massage"the audience from the visual,psychological and aesthetic aspects,and strive to build people's new"emotional consumption mode"in the new cultural context.By interpreting the media text of the short video works of the Beijing Winter Olympic Games,this paper takes meme communication as the main research issue to explore the emotional texture,cultural communication mechanism and consumption logic behind the images,and further discusses the universal path of short video enabled sports culture communication,which will be an important topic of sports culture communication in the video socialization era.