基于众多理论性探索和实践性讨论,本报告从传播、动员和社会监督三个层面,对新冠肺炎疫情期间主流媒体的“短视频”传播实践及其话语特征进行再审视,提出:第一,平台化时代,主流媒体短视频传播具有移动优先、双屏互补,网感制作、轻量传播,长短结合、反向融合三方面的技术与文化特征;第二,在实践层面,主流媒体“抗疫”短视频呈现多元立体的话语表达体系、中介性的应急叙事策略以及时效性强的动员与社会监督效应。本报告提出,重大公共事件中,主流媒体短视频的生产与传播需要创造以人民为中心的内容生态,形成“媒体办展、群众参展”的互动格局,以及建立跨平台的协同传播机制,以有效推进社会信息治理。
<<Based on many theoretical explorations and practical discussions,this report re-examines the mainstream media’s “short video” dissemination practices and their discourse characteristics from three levels of communication,mobilization,and supervision during the COVID-19 pandemic. This report holds the following statement to be true:firstly,in the era of platform-based communication,short video of mainstream media has three technical and cultural characteristics:mobile priority,dual screen complementary,production with networking style and convergence reversely. Secondly,at the practical level,the mainstream media short videos on “anti-epidemic” present a feature of multimodal discourse,an intermediary narrative strategy,and timely mobilization and social supervision effect. This report puts forward that in major public events,the production and dissemination of mainstream media short videos need to create a people-centered content ecology,form an interactive pattern of “media curation and public participation”,and establish a cross-platform collaborative communication mechanism,which can effectively promote the level of social information governance.
<<Keywords: | Mainstream MediaSocial GovernanceSupervision by Public OpinionShort VideoAnti-epidemic of COVID-19 Pandemic |