| At present,the rapid development of digital intelligence provides a direct driving force for the development of China’s journalism.Every technological innovation and application will promote the great changes of news concept and industry practice.In the change of new media technology and media integration,China’s public opinion ecology is becoming more and more complex and diverse.As the banner and soul of the media,the communication form of news comment has changed,and a new comment form with comment as the theme and short video as the carrier-"short video news comment" has appeared on the media stage.As soon as it was launched in2019,the anchor said the broadcast brushed the screen on various new media,and multiple issues of the anchor said the broadcast rushed to the hot search and hot list,becoming the focus of public opinion.From July 29,2019 to July 2020,in just one year,the reading times of CCTV’s "news broadcast" short video news comment "anchor said broadcast" on Sina Weibo alone exceeded 6 billion.Taking Norman Fairclough’s three-dimensional discourse analysis as the core theoretical framework,this paper answers "what is short video news commentary" through literature research,content analysis,case analysis and in-depth interview,defines the form,carrier and characteristics of short video news commentary under the integrated media ecology,and compares the similarities and differences between traditional media news commentary and the new news commentary represented by anchor said simulcast.This paper combines the theory of discourse analysis with the short video news review "anchor said simulcast",and expounds that discourse analysis emphasizes the characteristics of interaction,which has unique advantages and strong explanatory power for the analysis of media practical activities in the era of mobile Internet.The application of discourse analysis theory to the analysis of short-term video news review "anchor said simulcast" is reasonable and feasible.According to the three elements of Norman Fairclough’s discourse analysis,namely,text analysis,discourse practice and social practice,this paper deconstructs the short video news review anchor’s theory and network,describes the discourse characteristics,explains the discourse practice process and explains the social practicality.From the perspective of text analysis,based on a large number of corpus research,this paper puts forward that the discourse mode of the short video news review "anchor said simulcast" presents five turns: the emotional tone of discourse,the situational context of discourse,the visualization of discourse rhetoric,the popularity of discourse style and the diversification of discourse modes.In the dimension of discourse practice,this study focuses on the three links of production,communication and interaction in communication.From the perspectives of intertextuality and production,the communication of social channels under multi screen landscape and consumption under common values,it is found that there are personalized,pointed and ecological characteristics in the production of short video news comments.There are different stresses on the length,timing and title of communication.In the interaction,it is combined with the artificial intelligence of social media under the trend of humanization,It breaks the pattern of single local content dissemination with unequal dissemination,and completes the aggregation of common values through virtual social space in timely interaction.From the perspective of social practice,this study points out that the short video news review "anchor said simulcast" as a public opinion weathervane should emphasize the social cognition of its ideology.Driven by three power sources(humanized logic is the fundamental force,technical logic is the direct driving force,and political logic is the internal driving force),anchor said simulcast has reconstructed the discourse expression of news comments in China’s mainstream media.We need to recognize the social responsibility of the mainstream media,which determines that the short video news commentary "anchor said simulcast" is of course the fortress of ideology.The anchor said that Lian Bo reshapes China’s mainstream values through the construction of mainstream ideology in three aspects.Through metaphor,the rigid discourse in the ideological field is transformed into vivid daily words,so that ordinary people can easily understand its political meaning and clearly express the political intention of Chinese officials.Around the topic,the discourse communication field of public opinion and reflecting public rationality is formed through the framework of agenda setting under user thinking,single directivity of the topic and nationalist discourse.Through local contextualization to form the identity of social construction,advance public discourse to make it a discourse of power and domination,construct the spiritual belief system with the help of cultural discourse,and reconstruct the sanctity and politics of China’s mainstream social life in the purification and promotion of China.This paper also combs and attributes the current difficulties of the discourse of the short video news review "anchor said simulcast".This paper puts forward that there are some difficulties in short video news commentary,such as the lack of innovation of discourse form,the narrowing of discourse core,the shortage of discourse users,the weakening of discourse power and the lack of discourse influence,and analyzes the three reasons for its existence,such as "estrangement between up and down","internal and external attack" and "impassability between left and right".Put forward the discourse optimization path of short video news comment "anchor said simulcast",that is,enrich the production,give the rebirth of short video news comment discourse system,rebuild the ecology,improve the discourse communication ability of short video news comment,break through the barriers,seek to improve the influence of short video news comment discourse,strengthen the core value and consolidate the recognition of the discourse meaning of short video news comment.At the same time,on the basis of comprehensive and systematic analysis,this paper looks forward to the three future development trends of short video news review "anchor said simulcast",namely,customization,multimodality and deep socialization. |
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