摘要
在新媒体环境下,以抖音为代表的数字媒体的发展为麦积山石窟旅游形象的传播开辟了全新空间。从微传播视角出发,筛选出17则抖音平台上个人短视频创作者发布的关于麦积山石窟的短视频作为研究语料,并基于多模态话语理论进行分析为研究麦积山石窟旅游形象的建构机制提供了重要的切入点。实证分析表明,音频话语通过高频词与情感表达,既凸显了麦积山石窟“千年佛国”的深厚历史和精妙的雕塑艺术,也展现了麦积山石窟作为天水文化旅游优秀名片的地位;视频图像则通过再现意义构筑了具有朝圣吸引力的佛教圣地形象,通过互动意义激发了公众探索文化遗址的热情,并借助构图意义绘制出“引人入胜的绝壁佛国”图景。音频话语与视频图像在模态强化与互补的相互作用下,最终构建出麦积山石窟的整体旅游形象。同时,抖音平台短视频虽然在提升麦积山石窟作为天水文化旅游地标形象方面发挥了积极作用,但在文化深度、互动形式及国际传播层面仍存在不足。基于此,视频创作者可以从丰富文化展示维度、创新传播手法和拓展国际传播渠道三个方面优化传播内容和传播方式,为促进麦积山石窟多模态旅游形象提升与文化遗产数字化推广提供更多可能性。
This study investigates the construction mechanism of the tourism image of the Maijishan Grottoes in a new media environment from the perspective of micro-communication.Seventeen short videos posted by individual content creators on the Douyin platform serve as the study materials,and multimodal discourse analysis is employed as the theoretical framework.Empirical analysis reveals that the audio discourse,through the use of high-frequency words and emotional expression,not only highlights the profound history and exquisite sculptural art of the Maijishan Grottoes—symbolizing a millennia-old Buddhist kingdom—but also underscores its status as an exemplary cultural tourism icon of Tianshui.Meanwhile,the visual images construct a Buddhist sacred site with pilgrim appeal through representational meaning,stimulate public engagement in exploring cultural heritage via interactive meaning,and depict an“enchanting cliffside Buddha kingdom”through compositional meaning.Ultimately,the audio discourse and visual imagery,through modal reinforcement and complementarity,jointly construct the overall tourism image of Maijishan.The study also finds that although short videos on the Douyin platform play a positive role in enhancing the image of Maijishan as a cultural tourism landmark in Tianshui,there remain deficiencies in terms of cultural depth,interaction forms,and international dissemination.Based on these findings,this paper proposes optimization strategies including enriching the cultural display dimension,innovating communication methods,and expanding international dissemination channels,thereby providing both theoretical support and practical reference for the digital promotion of cultural heritage.
作者
张晖
程华
Zhang Hui;Cheng Hua(School of Foreign Languages,Tianshui Normal University,Tianshui Gansu 741001,China)
出处
《天水师范学院学报》
2025年第1期90-99,共10页
Journal of Tianshui Normal University
基金
2024年甘肃省基础研究计划—软科学专项“甘肃新晋网红城市旅游服务吸引力研究”(24JRZE003)
2022年天水师范学院创新基金项目“文旅融合背景下麦积山景区多模态旅游话语建构与传播研究”(CXJ2022-14)阶段性成果。
关键词
麦积山石窟
多模态话语
抖音短视频
旅游形象
文化传播
Maijishan Grottoes
Multimodal Discourse
Douyin short videos
tourism image
cultural dissemination
