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公益广告叙事研究的思路需要一定的改变,在我们探讨媒介融合的当下,不应只把公益广告作为该融合背景上的一个附加的文本去分析和考量,我们缺少的恰恰是将公益广告作为一个完整的系统和架构,去剖析它的结构和特征,以及将其作为一个与社会世界互相对话和交往的叙事框架去看待。因此,从一定程度上说,公益叙事的变化多少折射着社会意识形态的变化,反之,人们的社会行动和社会化行为也将塑造现实世界。作为行动主体的个人来说,与社会交往的方式决定着社会本身。本文以2008年至2015年中国公益广告黄河奖等级获奖作品为研究对象,探讨其叙事特征的转变以及主体在这种变换中的交往特征,并最终提出应将公益广告放在社会交往的框架下思考。
The narrative of public service advertising narrative needs some changes. When we discuss media convergence, we should not only analyze and consider public service ads as an additional text in the context of the integration. What we lack is precisely the public service ads as a Complete system and architecture, to analyze its structure and identity, and to treat it as a narrative framework for dialogue and interaction with the social world. Therefore, to a certain extent, the changes in public interest narrative reflect the changes in social ideology. On the contrary, people’s social actions and social behaviors will shape the real world. As individuals who act as agents, the way in which they interact with society determines the society itself. This article takes the winning prize of the China Public Service Advertising Yellow River Prize from 2008 to 2015 as the research object and explores the change of its narrative characteristics and the communicative characteristics of the subject in this transformation. Finally, it puts forward that public service ads should be placed under the framework of social interaction Thinking.