摘要
数字传播时代,媒介生态环境呈现出新特征,技术创新促进传播领域变革,多种信息传播模式协同作用,媒体融合向纵深发展重构媒介生态,为跨媒介叙事发展提供了条件。面对“Z世代”群体,应基于数字传播视角构建跨媒介叙事生态,依托全媒体矩阵建构故事世界,以并行理念实现内容协同创作,基于智能媒体技术建立双向传播场域,通过数字赋能发展激发差异化需求。
In the era of digital communication,the media ecosystem has evolved with new characteris⁃tics.Technological innovation has driven transformative changes in the communication landscape,where multiple information dissemination models interact synergistically.The deepening convergence of media has reshaped the media ecology,creating favorable conditions for the development of trans⁃media storytelling.To engage Generation Z,it is essential to construct a transmedia storytelling eco⁃system from a digital communication perspective.This involves leveraging an omnimedia matrix to build expansive storyworlds,adopting a parallel⁃content approach to enable collaborative creation,and establishing a bidirectional communication field through intelligent media technologies.Further⁃more,digital empowerment can be harnessed to stimulate diverse and personalized audience demands.
作者
李厚锐
LI Hourui(Shanghai JiaoTong University,Shanghai 200240,China)
出处
《上海管理科学》
2025年第3期72-77,共6页
Shanghai Management Science
基金
国家社会科学基金教育学项目“数字化赋能高校思想政治教育话语建设路径研究”(BIA240155)
上海市高等教育学会规划研究重点课题“数字化赋能课程思政建设路径创新研究”(2QZD2411)。
关键词
跨媒介叙事
Z世代
数字传播
媒介生态
transmedia storytelling
Generation Z
digital communication
media ecology
