国际中文开源期刊平台

乡村振兴视域下乡土电影现象级传播理性思考 ——以《隐入尘烟》为例

Rational Thinking on Phenomenon Level Communication of Local Film in the View of Rural Revitalization —Take Return to Dust as an Example

中国新闻评论 / 2023,4(1)：35-45 / 2023-02-13 367 402

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• 作者： 张静      沈宇婷      蔡晓萱     
• 单位：

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• 关键词： 乡村振兴；乡土电影；乡土情结；农耕文明
• Rural revitalization; Local film; Local complex; Agricultural civilization
• 摘要： 在乡村振兴过程中，乡土题材作品具有不容忽视的重要性，也具有重要的传播与研究价值，其作为一种表达人与乡村或土地情感的人文艺术载体，既可以反映社会转型过程中，农村农业农民发生的变化，又能激发对于人的关怀，对于人文价值的思考，从而能够更好地促进新时代电影事业的蓬勃发展，更好地满足新时代人民多元化的精神文化需求，更好地推动新时代乡村振兴战略实施。本文将结合乡土电影在中国的发展状况，以乡村振兴背景下诞生的优 秀乡土电影《隐入尘烟》为例，分析其现象级传播的表现和原因。《隐入尘烟》现象级传播 的表现在于话题热度不断飙升，影片票房创就奇迹。现象级传播原因在于策略传播上，借力 新兴媒体平台，选择暑期档；内容传播上，切合接地气的形式主义题材。并从乡村振兴角度 深度解读电影《隐入尘烟》的成功：多元化的乡土符号建构，寓意深刻；乡土情结的再现与 消解，促人反思；贴近农民的底层叙事，真实感人。当下，乡土题材影视火爆，也需要对此 进行理性思考：紧跟新时代，讲好农民故事；植根乡村社会，续写乡村振兴；共情传播，展 望“美丽中国”。
• In the process of rural revitalization, local theme works are of great importance, and also have important dissemination and research values. As a humanistic art carrier to express the feelings between people and the countryside or land, they can not only reflect the changes of rural agricultural farmers in the process of social transformation, but also stimulate the concern for people and the thinking of humanistic values, so as to better promote the vigorous development of the film industry in the new era, We will better meet the diverse spiritual and cultural needs of the people in the new era, and better promote the implementation of the rural revitalization strategy in the new era. This article will combine the development of local films in China, take the excellent local film Return to Dust born under the background of rural revitalization as an example to analyze the performance and reasons of its phenomenal communication. The reason for phenomenal communication lies in the strategic communication. With the help of emerging media platforms, we choose summer archives; In terms of content dissemination, it is suitable for the down-to-earth formalism theme. And from the perspective of rural revitalization, it deeply interprets the success of the film Return to Dust: The construction of diversified local symbols has profound implications; The reappearance and resolution of the local complex promote people’s reflection; The bottom story close to farmers is really moving. At present, local films and TV programs are popular, which also requires rational thinking: follow the new era closely and tell good stories about farmers; Rooted in rural society, continue to write rural revitalization; Communicate empathy and look forward to “beautiful China”.
• DOI： https://doi.org/10.35534/cnr.0401005
• 引用： 张静，沈宇婷，蔡晓萱．乡村振兴视域下乡土电影现象级传播理性思考——以《隐入尘烟》为例［J］．中国新闻评论，2023，4（1）：35-45．