摘要
随着短视频媒体形态的发展以及大众娱乐方式的变革,短视频在音乐大众化传播领域占据了不可或缺的地位。竖屏独特的视频形态增添了很多新的商业变现途径,也让商业产品的宣发竞争愈发激烈,对于竖屏的视频传播可视化设计需求日渐凸显。本文以音乐类短视频平台——“抖音”为例,对其音乐可视化传播活动及价值进行分析解读,找到音乐可视化特定要素,进行短视频再设计。通过分析竖屏视频快速发展的成因、手机用户信息需求和使用习惯等,分别从音乐可视化概念的特点、优势、设计要素及传播美学等方面进行探讨,尝试将音乐审美与短视频视觉表达手段相结合,以展示“视听结合”的多元艺术表现形式,进而研究听觉与视觉语言之间的关联和转换。研究发现自媒体带动了电子媒介人的崛起,从电子媒介人的基本概念出发,认识到电子媒介人是该媒介社会中的传播主体,进一步理解以“抖音”为主的短视频APP带来的“人人皆创作者”的自媒体属性,在一定程度上促进了“抖音”等短视频APP的音乐可视化发展。
With the development of short video media and the change of popular entertainment mode,short video occupies an indispensable position in the field of music promotion.The unique video form of vertical screen provides a lot of new ways for commercial realization,and makes the competition of commercial products fiercer,so the demand for visual design of vertical screen video has become increasingly prominent.The work aims to take Tik Tok,a music short video platform,as the example to analyze and interpret the activities and value of music visualization communication,find out the specific elements of music visualization,and redesign the short video.Through the analysis on the rapid development of vertical screen video and the information demands and usage habits of mobile phone users,the discussion is carried out from the concept characteristics,advantages,design elements and communication aesthetics of music visualization to combine music aesthetics with visual expression of short video visual to show the pluralistic artistic expression of“audiovisual combination”,thus studying the relationship and transformation between auditory and visual language.It is found that we-media has driven the rise of electronic media workers.Based on the basic concept of electronic media workers,it is recognized that electronic media workers are the main body of communication in this media society,and further understood that the we-media attribute of“everyone is the creator”brought by short video APP based on“Tik Tok”has promoted the music visualization development of short video APP such as“Tik Tok”to a certain extent.
作者
金玥
王家福
JIN Yue;WANG Jiafu(Yunnan University,Kunming 650000,China;Tsingtao Institute of Digital Creative,Qingdao 266100,China;Sichuan University of Media and Communications,Chengdu 610599,China)
出处
《工业工程设计》
2021年第1期104-111,共8页
INDUSTRIAL&ENGINEERING DESIGN
基金
教育部哲学社会科学研究后期资助项目(19JHQ081)。
关键词
抖音
竖屏视频
音乐可视化
再设计
传播美学
Tik Tok
vertical screen video
music visualization
redesign
communication aesthetics
