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在线阅读 --哲学社会科学版 2020年6期《网络短视频的文化符号建构——以“李子柒现象”为例》
网络短视频的文化符号建构——以“李子柒现象”为例--[在线阅读]
王建民, 刘见齐
中央财经大学 社会与心理学院, 北京 100081
起止页码: 100--105页
DOI: 10.13763/j.cnki.jhebnu.psse.2020.06.013
摘要
近年来网络短视频出现并迅速发展,以营销手段、交友媒介、休闲方式等为人们所熟知。从社会学的视角看,网络短视频是一种符号化的文化商品,人们观看短视频实际上是在消费文化符号,以满足他们日常生活中的心理需求。通过对李子柒短视频的分析,可以发现其传播实际上是一种文化符号的构建过程,它的特点是“复活传统”的多样内容、视听元素营造的情感带入、制造日常压力下“逃离社会”的想象。短视频传播常常产生“诱劝”消费、致人上瘾等后果,需要我们给予深刻反思。

Construction of Cultural Symbols Through Online Short Videos-Taking “Li Ziqi Phenomenon” as an Example
WANG Jianmin, LIU Jianqi
School of Sociology and Psychology, Central University of Finance and Economics, Beijing 100081, China
Abstract:
In recent years, online short video has emerged and developed rapidly. It is well known as marketing device, social media and way of leisure. From the perspective of sociology, online short videos are symbolic cultural commodities. Netizens actually consume cultural symbols when watching short videos to meet their psychological needs in daily life. Through the analysis of Li Ziqi's online short videos, this paper finds that their transmission is actually a process of constructing cultural symbols. They create the imagination of "escaping from society" under daily pressure, with diversified contents highlighting the retro form and providing emotional connection with audio-visual elements. Short video transmission often leads to the consequences of inducing consumption and causing addiction, which needs our reflection.

收稿日期: 2020-05-15
基金项目:

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