社交媒体环境下的多模态话语治理——以新冠肺炎疫情中抖音短视频新闻为例

doi:10.12002/j.bisu.381

摘要/Abstract

摘要：

在移动互联网时代,社交媒体因为拥有丰富的多模态符号资源和庞大的用户群体,已经成为政府机关与社会机构发布消息时的首选渠道,是实现有效宣传和科学管理的重要方式。基于社交媒体的特点,我们提出多模态话语治理的概念,并以此为基础,探讨在抗击新冠肺炎疫情的背景下,我国主流媒体是如何通过建构正面价值来引导公众的情感和态度,从而实现话语治理的目的的。同时,以评价系统为基础,我们提出了正面价值语义框架和多模态分析框架,并系统描述了如何通过文字资源和图像资源共同建构正面价值。本研究以“央视新闻”官方抖音号发布的短视频新闻为例,发现其通过自下而上的劝导式和引发式的话语策略呈现积极情感、良好品质以及事件合理性,从而达到构建社会情感共同体和社会价值共同体的目的。我们认为,基于社交媒体的多模态话语治理不仅是提高国家整体治理能力的重要途径,也是构建国家软实力与建设和谐社会的重要方式。

关键词: 多模态话语治理; 抖音; 正面价值; 新冠肺炎疫情; 新闻; 社交媒体

Abstract:

In the era of the mobile internet, social media news, with its rich resources and huge user groups, has become an important way for government agencies to achieve effective publicity and management. On the basis of the characteristics of social media, we propose the concept of multimodal discourse governance and discuss how the official news media guide the emotions and attitudes of the public by constructing positive values to realize discourse governance in the context of COVID-19. On the basis of the appraisal system, this paper proposes a semantic framework of positive values and a multimodal analytical framework to systematically describe how positive values are constructed by text resources and image resources. Through the analysis of short TikTok videos produced by CCTV News, it is found that news videos represent positive emotions, people’s good qualities, and the rationality of events through bottom-up, persuasive, and triggering discourse strategies to achieve the purpose of building a community with shared emotions and shared values. This study points out that multimodal discourse governance on social media not only serves to improve the overall governance capacity of the country but also plays an important role in improving national soft power and building a harmonious society.

Keywords: multimodal discursive governance; TikTok; positive values; COVID-19; news; social media

中图分类号:

H030

吴远征, 冯德正. 社交媒体环境下的多模态话语治理——以新冠肺炎疫情中抖音短视频新闻为例[J]. 北京第二外国语学院学报, 2022, 44(2): 31-50.

Wu Yuanzheng, Feng Dezheng. Multimodal Discursive Governance on Social Media: Short Video News about COVID-19 on TikTok as an Example[J]. Journal of Beijing International Studies University, 2022, 44(2): 31-50.

图/表 13

图1 正面价值的分析框架①(① 图中大括号和不带箭头的线段表示正面价值可同时由不同的选择建构,方括号和带箭头的线段表示正面价值只能由两种选择中的一种建构。)

图2 正面价值的语义系统①(① 图中数字表明正面价值出现的次数。由于一个视频中可能会建构多个正面价值,因此图中正面价值出现的次数（361）高于总视频数（321）。)

图3 儿童手举画作表达对医护人员的感激之情

图4 广州地标性建筑海心桥上的鼓励性标语

图5 病人在医院跳广场舞

图6 医护人员战胜疫情的信心

图7 社区工作者在广播中劝说居民不要串门

图8 医生的请战书

图9 长时间戴口罩后医护人员脸上的压痕

图10 市民给医护人员送饭

图11 建设工地上的大量机械

图12 宣传横幅

图13 故宫内人流涌动的景象

参考文献 30

[1]	Brady A M. Mass persuasion as a means of legitimation and China’s popular authoritarianism[J]. American Behavioral Scientist, 2009, 53(3):434-457. DOI URL
[2]	Cao Qing. The language of soft power:Mediating socio-political meanings in the Chinese media[J]. Critical Arts, 2011, 25(1):7-24. DOI URL
[3]	Cao Qing, & Lang I. Digital media and the making of youth in China[M]//Wei W. China’s Contemporary Image and Rhetoric Practice. Abingdon: Routledge, 2021:137-158.
[4]	Fairclough N. Media Discourse[M]. London: Edward Arnold, 1995.
[5]	Feng Dezheng. Promoting moral values through entertainment:A social semiotic analysis of the Spring Festival Gala on China Central Television[J]. Critical Arts, 2016, 30(1):87-101. DOI URL
[6]	Feng W D. Analyzing multimodal Chinese discourse:Integrating social semiotic and conceptual metaphor theories[C]//Shei C. The Routledge Handbook of Chinese Discourse Analysis. New York: Routledge, 2019:65-81.
[7]	Huan Changpeng. Leaders or readers,whom to please? News values in the transition of the Chinese press[J]. Discourse,Context & Media, 2016, 13:114-121.
[8]	Huan Changpeng. The strategic ritual of emotionality in Chinese and Australian hard news:A corpus-based study[J]. Critical Discourse Studies, 2017, 14(5):461-479. DOI URL
[9]	Korkut U, & Eslen-Ziya Changpeng. The discursive governance of population politics:The evolution of a pro-birth regime in Turkey[J]. Social Politics:International Studies in Gender,State & Society, 2016, 23(4):555-575. DOI URL
[10]	Korkut U, Mahendran K, Bucken-Knapp G, et al. Introduction. Discursive governance:Operationalization and applications[M]//Korkut U,Mahendran K,Bucken-Knapp G,et al. Discursive Governance in Politics,Policy,and the Public Sphere. New York: Palgrave Macmillan, 2015:1-11.
[11]	Kress G. Literacy in the New Media Age[M]. London: Routledge, 2003.
[12]	Kress G, & Kress G,. Reading Images:The Grammar of Visual Design[M]. London: Routledge, 2006.
[13]	Machin D, & Mayr A. How to Do Critical Discourse Analysis:A Multimodal Introduction[M]. London: SAGE Publications, 2012.
[14]	Martin J R, & White P R R. The Language of Evaluation:Appraisal in English[M]. London: Palgrave Macmillan, 2005.
[15]	Ouellette L, & Hay J. Makeover television,governmentality and the good citizen[J]. Continuum, 2008, 22(4):471-484. DOI URL
[16]	Pehlivanli-Kadayifci E, Ziya H E, & Korkut U. Discursive governance over pro-population politics in Turkey[J]. Sosyoloji Araştırmaları Dergisi, 2020, 23(2):244-283.
[17]	Şahin O, Johnson R, & Korkut U. Policy-making by tweets:Discursive governance,populism,and Trump presidency[J]. Contemporary Politics, 2021, 27(5):591-610. DOI URL
[18]	Shi Xu. Chinese Discourse Studies[M]. Basingstoke: Palgrave Macmillan, 2014.
[19]	Wahl-Jorgensen K. The strategic ritual of emotionality:A case study of Pulitzer Prize-winning articles[J]. Journalism, 2013, 14(1):129-145. DOI URL
[20]	Wang Jiayu. China’s current discursive governance:A discourse analysis perspective[J]. Critical Arts, 2017, 31(6):128-145.
[21]	丁芳, 柴玥. 《辽宁日报》抖音对新冠肺炎疫情的传播研究[J]. 新闻传播, 2020(20):4-7.
[22]	抖音. 2020抖音数据报告(完整版)[Z/OL].(2021-01-05)[2022-04-02]. https://www.douyin.com/search/2020%E6%8A%96%E9%9F%B3%E6%95%B0%E6%8D%AE%E6%8A%A5%E5%91%8A?source=normal_search&aid=0d22278f-2017-4999-8dd0-d3878f9d9cc3&enter_from=recommend.
[23]	冯德正. 多模态语篇分析的基本问题探讨[J]. 北京第二外国语学院学报, 2017, 39(3):1-11.
[24]	人民网研究院. 2020全国党报融合传播指数报告[EB/OL].(2020-12-28)[2022-04-02]. http://yjy.people.com.cn/n1/2020/1228/c244560-31981230.html.
[25]	人民网研究院. 2020电视融合传播指数报告[EB/OL].(2021-04-27)[2022-04-02]. http://yjy.people.com.cn/n1/2021/0426/c244560-32088670.html.
[26]	王彪. 真相情感态度--“央视新闻”抖音号新冠肺炎疫情报道的三重维度[J]. 中国广播, 2020(4):38-43.
[27]	吴东英. 美国《时尚》品牌杂志在中国的全球本土化策略[J]. 外语与外语教学, 2017(3):62-67.
[28]	习近平. 在统筹推进新冠肺炎疫情防控和经济社会发展工作部署会议上的讲话[EB/OL].(2020-02-23)[2022-04-02]. http://www.cac.gov.cn/2020-02/23/c_1584007545171013.htm?from=timeline.
[29]	徐燕, 冯德正. 新媒体商务话语中的多模态体裁互文:语域类型学视角[J]. 外语教学, 2020, 41(3):23-28.
[30]	张爱军. 抖音政治的特性、功能与优化路径--基于微观公共权力与公民权利的伦理视角[J]. 湖北社会科学, 2021(5):24-33.