互联网时代叙事传播能力的构建与提升策略

Strategies for Constructing and Enhancing Narrative Communication in the Internet Era

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摘要探讨互联网时代叙事传播能力的构建与提升策略,以期为现实问题的解决提供启示与借鉴。文章从互联网时代关注叙事传播能力的宏观及微观价值入手,对叙事传播能力的内涵与分类进行辨析,提出互联网时代的叙事传播有宣传型、互动型、应变型三种典型类型。叙事传播能力的核心构成要素可以从寓意、情境、角色、情节四个维度进行细致剖析且存在三类误区需要避免。提出互联网时代叙事传播能力提升的具体策略,包括提升叙事传播的整体效果需要处理好“宏大叙事命题与具象要素提取”“官方叙事偏好与大众兴趣捕捉”“新兴创作方式与传统叙事思路”等三对关系,提升叙事传播能力可从把握好“为何讲、谁来讲、对谁讲、讲什么、怎么讲”五个具体着力点入手,将话语转换、载体构建、叙事重塑等有效叙事规律落到实处。 This paper delves into the construction and enhancement strategies of narrative communication capabilities in the Internet era,aiming to provide insights and reference for solving real-world problems.Starting from the macro and micro values of narrative communication capabilities in the Internet era,the paper analyzes the connotation and classification of narrative communication capabilities,identifying three typical types of narrative communication in the Internet era:propaganda-oriented,interactive,and adaptive.The core elements of narrative communication capabilities can be meticulously dissected from four dimensions:symbolism,context,characters,and plot,while avoiding three common misconceptions.The paper proposes specific strategies for enhancing narrative communication capabilities in the Internet era,suggesting that improving the overall effect of narrative communication requires managing three pairs of relationships:"grand narrative themes and the extraction of concrete elements""official narrative preferences and capturing public interest"and"emerging creative methods and traditional narrative approaches".Enhancing narrative communication capabilities can be approached with focus on five specific points:"why to tell,who tells,to whom,what to tell,and how to tell",effectively implementing effective narrative rules such as discourse transformation,carrier construction,and narrative reshaping.

作者马佳铮 MA Jiazheng(Shanghai Administration Institute)

机构地区上海行政学院

出处《出版与印刷》 2024年第4期39-46,共8页 Publishing & Printing

基金全国党校(行政学院)系统社科规划重点课题“互联网场域中政府叙事的模式比较与效果优化研究”(编号2024DXXTZD005) 教育部哲学社会科学重大项目“重大风险事件中的网络社会心态及其引导研究”(编号22JZD028)。

关键词互联网时代讲好中国故事叙事传播优质叙事 Internet era telling Chinese stories well narrative communication quality narrative

分类号 G206 [文化科学—传播学]