智媒时代党的形象数字化塑造研究——以央视短视频为中心的考察

Digital Remolding of the Party’s Image in the Era of Intellectual Media:An In⁃vestigation Centered on CCTV Short Videos

短视频作为党的形象宣传的重要媒介,是智媒时代党的话语建设的重要内容。央视短视频应时代之变,以多元化手段为突破口,构建了多维度传播体系,实现了新旧媒体的相互结合,打造了多对多的相互关系,促成了党建语言的多样化。央视短视频多重运用数字化时代的最新成果,将感官、科技、互动等重合,实现了互联网信息技术体系下党的数字化语言的再次塑造,形成了党的形象的新形态。

As an important medium of the party’s image propaganda,short video is an important content of the party’s discourse construction in the era of intelligent media.In response to the changes of the times,CCTV short video takes diversified means as a breakthrough,builds a multi-dimensional communication system,realizes the mutual combination of old media and new media,creates a many-to-many relationship,and contributes to the diversification of the Party building languages.CCTV’s short video makes multiple use of the latest achievements in the digital era,matching and overlapping senses,technology and interaction,realizing the reconstruction of the Party’s digital language under the internet information technology system,and forming a new format of the Party’s image.