摘要
当前短视频已成为品牌创意营销与传播领域内不可或缺的重要平台工具。在对众多品牌短视频的具体文本内容进行详细梳理后,文章总结出短视频评论与品牌创意传播层面的一些典型规律及特质。短视频作为品牌传播风口的特质主要表现在规约社交属性、有效内容内核及场景配置、故事化讲述上。短视频评论“书写互动”为品牌营销传播提供新的空间与机会,它主要源于注意力稀缺,有着一定的类型化呈现及内在理路。品牌自播需达成品牌、用户和创意传播管理人员“协同创意”的理想“议事共同体”状态,它并非传统虚拟状态的“想象共同体”,而是一种参与互动的现实感极强的“议事共同体”,此种“议事共同体”能将用户与受众的认知、感受、体验和认同感较好地传递出来,从而有效增强品牌创意传播的现实效果和影响力、说服力。
At present,short video has become an indispensable platform tool in the field of brand creative marketing and communication.After com-bing the specific text content of many brand short videos in detail,this paper summarizes some typical rules and characteristics of short video reviews and brand creative communication.The characteristics of short video as the outlet of brand communication are mainly manifested in the regulation of s0-cial attributes.efective content core and sene configuration,and storytel-ing.The short video commentary"writing interaction"provides new space and opportunities for brand marketing communication.which is mainly due to the scarcity of attention,and has certain typed presentation and internal logic.Brand self-broadcasting needs to achieve the ideal"deliberative com-munity"state of"colla borative creativity"among brands,users and creative communication managers.It is not a traditional virtual state"imaginary com-munity",but a deliberative community with a strong sense of participation and interaction.This deliberative community can better convey the cogmition,feeling,experience and identity of users and audiences,thus effec-tively enhances the realistic effect,influence and persuasiveness of brand cre-ative communication.
出处
《媒介批评》
2022年第2期100-111,共12页
Media Criticism
基金
辽宁省社会科学规划基金一般项目“辽宁文创产品与旅游产业深度融合发展研究”(项目号:L19BGL043)
沈阳市哲学社会科学规划基金一般项目“沈阳文创产品与旅游产业深度融合发展研究”(项目号:SY202010L)共同资助的系列研究成果。
关键词
短视频评论
书写互动
创意传播管理
注意力稀缺
协同创意
Short Video Review
Writing Interaction
Creative Commu nication Management
Scarcity of Attention
Negotiation Creative
