摘要
“二次元”亚文化浸润下的网生代正逐渐成长为我国文化市场的消费主体,网生代用户的群体特征以及他们对中华优秀传统文化的传承、践行与传播是业界及学界共同关注的焦点。本文基于中国传统文化节目在ACG弹幕视频网站的传播数据,实证检测并建构传统文化的传播效果阶梯模型,探讨主亚文化“边界”的学理性问题。研究发现:在模型认知阶段,融合文化因子成为跨越“边界”的文化聚点,具高认同阈值;在情感阶段,相较于用户群的弱关联(线上互动),强关联(线下互动)对“边界”的消解效应更强烈,更能增强网生代对主流文化的情感效度;在意动阶段,认知度高的文化因子呈现较多时,用户互动频率降低、自我指涉趋向负面,体现了网生代群体的自我审视及价值重构,其心理与行动的矛盾性。
Under the influence of subculture,Generation Zis gradually growing as the main consumer in Chinese cultural market.Both the industry and scholars focus on the characteristics of Generation Z and how they inherit,practice,and disseminate the excellent Chinese traditional culture.This study discusses the academic illustrations concerning in-group cultural“boundary”.Based on the research framework of the Hierarchy of Effects Model and via the utilization of big data,the dynamic value diffusion path and media effect of a human history documentary were examined.The result shows that,(1)In the cognitive stage of the model,the integrated cultural factor becomes flowing cultural media with high cognition.(2)In the affective stage,the strong tie(offline interaction)among members can enhance their affective effect on the dominant culture better than the weak tie(online interaction),and so does the vertical depth of community interaction on the elimination of cultural boundaries.(3)In the conative stage,the more cultural factors with high cognition are presented,the more negative the group members self-reference tendency and the lower the interaction frequency,which reflects the self-examination and value reconstruction,the contradiction between their psychology and behavior in the cultural integration.The research provides new evidence and a thinking path for deepening the media effect of China s dominant values.
作者
徐敏
李小勤
XU Min;LI Xiao Qin
出处
《传媒经济与管理研究》
2021年第1期161-191,共31页
Media Economics and Management Research
基金
2020年教育部人文社会科学研究青年基金项目“网络社群中非理性社会行动的媒介动员机制及引导路径研究”(20YJC860033)
2019年上海市浦江人才计划(C类人文社科)“智媒时代的网络正能量传播及舆论引导研究”(19PJC004)。
