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熊仁贵,陈文敏. 新宣传何以落地:主流价值“游戏新闻”的叙事机制及其效力突围[J]. 西华大学学报(哲学社会科学版),2023,42(3):89 − 97 . doi: 10.12189/j.issn.1672-8505.2023.03.009
引用本文: 熊仁贵,陈文敏. 新宣传何以落地:主流价值“游戏新闻”的叙事机制及其效力突围[J]. 西华大学学报(哲学社会科学版),2023,42(3):89 − 97 . doi: 10.12189/j.issn.1672-8505.2023.03.009
XIONG Ren-gui, CHEN Wen-min. How Will New Publicity Be Effective? The Narrative Mechanism and Effective Breakthrough in the Gamification of News on the Mainstream Value[J]. Journal of Xihua University (Philosophy & Social Sciences) , 2023, 42(3): 89-97. DOI: 10.12189/j.issn.1672-8505.2023.03.009
Citation: XIONG Ren-gui, CHEN Wen-min. How Will New Publicity Be Effective? The Narrative Mechanism and Effective Breakthrough in the Gamification of News on the Mainstream Value[J]. Journal of Xihua University (Philosophy & Social Sciences) , 2023, 42(3): 89-97. DOI: 10.12189/j.issn.1672-8505.2023.03.009

新宣传何以落地:主流价值“游戏新闻”的叙事机制及其效力突围

How Will New Publicity Be Effective? The Narrative Mechanism and Effective Breakthrough in the Gamification of News on the Mainstream Value

  • 摘要: Web3.0生态场景下,主流价值新闻叙事如何落地,始终是新型主流媒体的思虑所在。“游戏新闻”是新宣传观念下的一种轻量化的新闻类别,也是主流价值传播革新的有益补充。“游戏新闻”在其内部有模拟与互动、胜负与奖惩、扮演与脚本的运行结构,在数字叙事上有程序修辞、视觉修辞、互文修辞等特征。但传播关系受制于社会关系,“游戏新闻”的萌化叙事并不必然抵达传播共识,因此要正视认知茧房、刻板印象以及传播信任危机等深层问题,顺应着新宣传时代的间性思维,重塑“信任”与“沉浸感”,实现信息聚联与价值共享,才能将主流价值的宣传致效落到实处。

     

    Abstract: Under the ecological scene of Web3.0, new mainstream media have always been concerned with implementing mainstream value news narratives. "Gaming news" is a lightweight news category that falls under the new publicity concept, and it serves as a useful supplement to the innovation of mainstream value communication. The structure of "gaming news" revolves around simulation and interaction, victory and defeat, role-playing and scripted features. It involves such digital narratives as programmatic rhetoric, visual rhetoric, and intertextuality. However, the dissemination relationship is subject to social relationships, and the cute way of narration of "gaming news" does not necessarily reach a consensus on dissemination. We must confront deep-seated problems such as cognitive cocoon, stereotypes, and the crisis of trust in communication. We must adapt to the interstitial thinking of the new publicity era and reshape "trust" and "immersion" in news to achieve effective information aggregation and value sharing, and effectively promote mainstream values.

     

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