| 论《新闻联播》道德偶像建构的制码和解码 |
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| 引用本文：尹金凤.论《新闻联播》道德偶像建构的制码和解码[J].湖南大学学报社会科学版,2015,(2):149-154 |
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| 中文摘要:新闻媒体经常通过建构道德偶像的方式来弘扬主流价值观，对民众进行道德教化。我们通过对央视《新闻联播》道德偶像建构活动的传播效果考察发现，受众对其建构的道德偶像进行了多样化的解码：一是完全认同式解码，二是协商性解码，三是对抗性解码。受众的多样化解码引发了人们对该栏目制码策略的关注。《新闻联播》在进行道德偶像建构时，多采用宣传语态建构道德“神话”；在道德建构中杂糅政治符号；强调集体价值的优先和至上。显然，这些制码策略依然存在改进与提升的空间。 |
| 中文关键词:道德偶像 建构 解码 制码 |
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| On Encoding and Decoding of Constructing Moral Idol on CCTV “News Broadcast” |
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| Abstract:The news media often construct moral idols to promote mainstream values and moral education. We researched on the communication effect of the construction activities of moral idol on the CCTV “News Broadcast” ,finding that audience conducted diversified decoding of the moral idol. The first is to agree what encoded totally, the second is negotiated decoding,the third is oppositional decoding. Diversified decoding of audiences aroused the concern for the encode strategy of the column. When “News Broadcast” constructed the moral idol, they tended to use propaganda voice on building moral “myth”; they frequently mixed political symbols in moral construction; and they often emphasized the collective value to be the priority,even the supreme. Obviously,there is even more space for the improvement of these encoding strategies. |
| keywords:moral idol construction decode encode |
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