以“意思”建构“意义”——融媒体时代短视频军事传播创新研究

Constructing Significance With Interesting Means:A Study of Micro-video Innovation in Military Dissemination in the Media Convergence Age

军事传播聚焦一国之军队建设,是国家综合实力和国家形象的重要构成要素,传递党和国家的意志,是国家政治传播中的重要一环。适应融媒体时代文化消费的新变化,短视频这一传播载体为军事传播提供了新思路与新路径。本文从'抖音、B站'等平台选取了46个代表性军事短视频进行研究,提出:融媒体时代的军事短视频在'选题、形式、内容、渠道、与受众的连接方式'等方面均进行了创新,呈现出'聚焦个体情感表达、借力青少年亚文化、适度表露军营日常、拓展传播投放渠道、开辟多元互动方式'等新特点。军事传播正转变传统的宏大叙事宣传方式,以'意思'建构'意义'的全新表达,借助日常化、趣味化的呈现来传达主流价值观,这更好地契合了融媒体时代的受众内容偏好,有效赋能新时代军事传播与军队形象建构。

Military dissemination is an important part of dissemination study,Which is from military experience and promoting by military info-tech.The military dissemination in the media convergence age should adapt to the new changes in cultural consumption and the new media environment,while micro-video provides a new way to promoting the understanding between the army and the People.The paper selected 46 representative short military videos as research samples from the micro-video platforms such as TikTok,Bilibili,pointed out that some new features emerged in military dissemination such as:focusing on individual emotional expression;making use of youth subculture;making appropriate self-disclosure,expanding publicity channels and interactive ways with audience.Further discussion about micro-video is also made in this paper,including the 'topics, forms,contents,channels,and connections with the audience'.Finally,the thesis concluded micro-video has many new advantages such as changing the traditional grand narrative mode;constructing significance with interesting means;expressing the core concept of mainstream values with daily life presentation.It would empower military dissemination in the media convergence age.