商务传媒学院知识库

伴随时代变化与社会实践发展，情感研究逐渐走向应用领域，社交短视频平 台中，情感互动在信息传播中的作用日益凸显。传统主流媒体亟需从往日诉诸理 性逻辑的传播模式转向，创新传播方式，强化情感联结，增强传播效果。面对挑 战，主流媒体抖音号逐渐向着移动化、个性化和情感化的方向发展。其中，中央 电视台作为国家主流媒体，正积极探索打通“舆论场”、唤醒历史价值、掌控话语 权的创新性方案。依托于热播节目《国家记忆》打造的“央视国家记忆”抖音号， 用贴近年轻观众的国史内容在社交媒体传播中有了令人惊喜的表现:削弱以往对 宣传主义的阐释之后，情感元素包裹着道德意志，将纪实影像和爱国情感潜移默 化地植入了受众心房。冷冰冰的说教替换为触动人心的真实记录，历史在不断焕 活的同时被赋予了新的意义。
本文从“情感传播”出发，选取具备典型意义的“央视国家记忆”官方抖音号作 为个案进行分析。在国外学者郝拓德和安德鲁·罗斯的情感分析框架之下，情感 被划分为“基调情感”和“状态情感”。以此为研究框架对“央视国家记忆”抖音号的 短视频内容构建类目进行分析，最终得到其情感传播策略，并提出些许不足，以 期为主流媒体情感传播提供策略帮助，补充其研究理论视角。
分析结果显示，“央视国家记忆“抖音号具备以下情感传播策略:双主体互动 实现情感转化、特殊时机报道激发情感能量、在纪实影像中延伸情感话语、英雄 形象构建国家认同、多元表达唤起情感共鸣。但当前，情感传播实践仍存在一定 局限性，存在助长网络情绪化表达泛滥和内容趋向同质化的缺陷。主流媒体的情 感传播实践仍需增强媒体引导力，促进理性与情感的统一，同时不断创新内容和 形式，满足受众日趋多样的情感需求，更好地发挥主流媒体的宣传功能。

With the progression of time and the advancement of social practice, emotional research has gradually shifted towards the realm of application. In the context of social short video platforms, emotional interaction plays an increasingly prominent role in information dissemination. Traditional mainstream media urgently needs to transition from its previous reliance on rational logic in communication and innovate new modes that strengthen emotional connections, thereby enhancing the effectiveness of communication. Faced with challenges, CCTV as a national mainstream media is actively exploring innovative solutions to expand its influence in public opinion, awaken historical value, and control discourse rights. Leveraging their popular program "National Memory," CCTV's Douyin account "CCTV National Memory" has remarkably excelled in social media communication by presenting national history content that resonates with young audiences: moving away from propagandistic interpretations while enveloping emotional elements within moral intentions; subtly implanting documentary images and patriotic sentiments into viewers' hearts. Cold morality is replaced by poignant real-life records, constantly revitalizing history with renewed significance.
This paper selects the official Douyin account "CCTV NationalMemory" as a case study for analysis based on foreign scholars Hao Tuode and Andrew Ross' emotional analysis framework which categorizes emotions into "keynote emotions" and "state emotions." By employing this research framework, we analyze the short video content construction categories found on CCTV's Douyin account "CCTV National Memory," ultimately deriving an emotional communication strategy while also identifying some shortcomings. The aim is to provide strategic assistance for mainstream media's emotional communication efforts and supplement existing practices.
The analysis results show that the Douyin account of "CCTV National Memory" has the following emotional communication strategies: dual subject interaction to achieve emotional transformation, special occasions to stimulate emotional energy, extending emotional discourse in documentary images, building national identity through hero images, and evoking emotional resonance through multiple expressions. However, at present, the practice of emotional communication still has certain limitations, such as the flood of emotional expression on the Internet and the tendency of content homogenization. The mainstream media's emotional communication practice still needs to enhance the media guidance, promote the unity of reason and emotion, and constantly innovate content and form to meet the increasingly diverse emotionalneeds of the audience, so as to better play the propaganda function of mainstream media.