探究美国现代价值观传播及其影响——以美剧为例
作为电视文化产品,美剧始终承担着价值传播的功能,并在跨文化传播中取得了明显的效果。在中国,美剧凭借多种多样的题材、灵活多变的播出方式和幵放性的叙事结构,培养了以75后、80后、90后为主体的忠实受众群,并潜移默化地影响着他们的思想观念。这个庞大的受众群体,归属于中国的“青年一代”,他们的价值观念影响着中国的国家和民族。
美剧的价值传播影响着青年一代的价值观,进而影响着中国社会的核心价值体系。这就提出了一系列现实问题:为什么美剧的价值传播能够深入人心? 它对青年一代产生了哪些影响?对中国社会主义核心价值体系建设产生了怎样的作用?对于这些问题的回答,是对眼下“美剧热”的冷思考,也是对当今社会核心价值体系建构现状的反思,这正是本文研究的现实意义所在。
本文以当下流行美剧为研究样本,从媒介和受众两个角度出发,根据网络调查和深度访谈的结果,分析美剧的传播模式、美剧的编码特点、中国受众的解码规则以及美剧价值传播的效果,探讨中国社会核心价值传播存在的种种问题,并论证了美剧的价值传播对于中国核心价值体系建设造成的影响。
本文认为,从美国电视网到中国互联网,美剧经历了传播者的初次编码,以及引进者和翻译者的二次编码,并在网络多级传播中被多次编码。但是,美剧的编码结构相当稳定,经过多级传播之后,其编码效果不仅没有被削弱,反而逐步加强。这得益于美剧价值编码的三大特点:电视剧话语的现实主义、主流价值观的“免名”与强调以及“优势观看地位”的设定。明智的编码技巧,奠定了美剧价值传播成功的基石。
本文认为,美剧凭借明智的编码技巧,有效地进行了价值传播,对中国青年一代产生了直接的影响,进而对中国核心价值体系建设发挥作用。美剧的价值传播,强调了共有价值的普适性,并且弥补了一些社会主义核心价值体系建设中缺失的价值要素。这些价值观,既弥补了中国社会主流价值观的不足,也对整个核心价值体系产生了解构的作用。
关键词： 美剧；价值传播；价值编码；核心价值体系
Abstract
As products of television culture, American TV series always have the function to spread the mainstream values. In China, American TV series have a batch of faithful audience which includes the 75's, 80’s, and 90,s generations, and deeply influent their ideas. These audiences, who are named for Chinese young generation, affect the whole country and nationalities.
The value spared of American TV series is affecting the value of Chinese young generation, thereby affecting the core value system of Chinese society. This raises a series of practical problems: why it can change people's mind? What influence does it make to the Chinese young generation? What role does it play in the construction of the core value system of Chinese society? The answers to these questions are the cold thinking of the"hot drama" of American TV series, but also the reflection of the construction of the core value system in contemporary society. This is the practical significance of the article.
This article uses several current popular American TV series as study samples. Base on the media and the audience, this article makes the web-based survey and depth interviews. Then it analyses the transmission mode and the coding methods of American TV series, and the Chinese audience's decoding rules as well as the result of American TV series' value spared.
This article thinks that the success of American TV series' value coding is based on the wide coding skills. In China, American TV series are broadcasting by the Internet, so it takes multi-level transmission mode.
This article thinks that the value coding of American TV series impact both of the Chinese young generation and the core value system of Chinese society. It emphasizes the universal value, and makes up some missing value elements in the construction of socialist core value system. So the value coding of American TV series not only plays an active role in the in the construction of socialist core value system, but also deconstructs the whole value system.
Key words: American TV series,value coding,the core value system of Chinese society
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