互联网群体传播视域下节日叙事策略分析--以河南卫视《2022中秋奇妙游》为例

Analysis of the Festival Narrative Strategies from the Perspective of Internet Group Communication——Taking the Henan TV’s 2022 Mid-Autumn Wonder Tour as

互联网群体传播是一种新的文化传播环境,具有边界模糊和情感偏向两大特征。作为传统文化的一部分,传统节日文化能够借助互联网群体传播的力量实现创造性转化和创新性发展,河南卫视“节日奇妙游”的成功即是一个典型。其互联网群体传播策略包括但不限于:注重以情感为叙事核心,深挖节日内涵,触发群体期盼家人团圆的情感共鸣;注重将趣味性融入叙事过程,巧用视觉符号,贴近年轻群体的表达习惯;注重互动性叙事,在构造群体认同的同时重塑节日集体记忆。这为中华传统节日文化的现代传播提供了有益思路。

Internet group communication is a new cultural communication environment characterized by two main features:blurred boundary and emotional bias.As a part of traditional culture,traditional festival culture can realize creative transformation and innovative development with the power of Internet group communication,and the success of the Henan TV’s“Festival Wonder Tour”is a typical example.Its Internet group communication strategies include but are not limited to:focusing on emotion as the core of the narrative,digging deep into the connotation of the festival,triggering the emotional resonance of the group’s desire for family reunion;focusing on the integration of fun into the narrative process,making use of visual symbols,and adhering to the expression habits of the young group;focusing on the interactive narrative,and reshaping the collective memories of the festival while constructing the identity of the group.These provide useful ideas for the modern dissemination of traditional Chinese festival culture.