商务传媒学院知识库

抖音等短视频平台的快速崛起带动了一些旅游景区的出圈，2024年3月起，开封万岁山《王婆说媒》节目在抖音带动下火遍全网，置身于移动互联技术主导的社会，新兴媒介“短视频”汇集了社交、娱乐、商业价值等功能，跃身成为互联网时代中必不可少的媒介平台。短视频用户在基于算法推荐技术构建的沉浸式体验场景中，通过符号互动机制推动海量用户共同参与到短视频媒介“场景”的话语体系塑造当中。在对网络短视频的分析和研究中，“场景”这一概念成为关键理论支撑。在移动互联网技术的快速发展进程中，以抖音为代表的社交媒体平台打造以场景为核心元素的媒介生态，通过强交互性、精准分众化等特点不断重构社会行为范式，具体在文旅产业领域呈现为“网红场景”媒介化生产。由此，本文以场景理论为研究理论基础、抖音短视频中爆火景区节目《王婆说媒》为例，分析讨论抖音短视频移动社交平台中《王婆说媒》的场景构建逻辑和传播走红路径，对全国文旅行业进阶发展具有理论意义和现实意义。

正文首先以数字时代场景表达的特征为出发点，分析了短视频的场景表达特征和旅游景区的场景表达特征。以此为基础，通过文本分析总结归纳出开封《王婆说媒》节目形象塑造的场景要素，认为在王婆说媒网红景观孵化过程中，空间场景、设施场景、人群场景、活动场景构成了《王婆说媒》基本的物质空间结构要素，并从主观认识角度挖掘了蕴含在其中的文化价值观，从戏剧性、真实性、合法性三个维度逐个剖析，将移动设备、社交媒体、大数据、传感器、定位系统五大技术原力作为在《王婆说媒》网红景观形象塑造过程中不可或缺的虚拟空间构建力量纳入研究范围。其次，现象级网红场景的形成是线上虚拟空间与线下物理空间相互延伸、交互传播的结果，文中从原始形象、诱发形象、复合形象分析抖音用户对开封景区的形象感知，同时从旅行群体和婚恋群体两方面总结分析短视频用户从线上虚拟空间到线下物理空间的行为转换，探析短视频场景化对开封景区形象塑造以助推网红场景孵化的作用。

文章第五章节对旅游景区利用抖音短视频孵化网红场景的实践进行总结与反思，分析讨论了短视频场景下网红景观形象塑造的局限性，包括网红场景的可复制、流量时代节目的保真性、特定文化的普遍适用性等三个方面的局限性思考，并根据相关问题从媒介场景再认知、内容生产格局再塑、地方景区赋能文化资源再探究三个层面完善全国文化旅游行业网红场景形象的塑造策略。

From the end of February 2024, Kaifeng Long Live Mountain Wang Po said that media programs are popular all over the network driven by Douyin, and they are in a society dominated by mobile Internet technology. The underlying technical logic of intelligent and accurate content push enables the netizens of "Douyin short video" to get carnival-like sensory enjoyment, so that a huge number of netizens can participate in the discourse shaping of the "scene" of the short video medium. In the analysis and research of online short videos, the concept of "scene" has become a key theoretical support. In the process of rapid development of mobile Internet technology, social media platforms represented by Douyin have created mobile media with scenes as the core element, and mobile social platforms have interactive, personalized, fragmented and other attributes, which have become a new life mode for people, and have played a practical role in creating Internet celebrity attractions. Therefore, this paper takes the scene theory as the research theory as the theoretical basis and the popular scenic program "Wang Po Says Media" in Douyin short video as an example, analyzes and discusses the scene construction logic and communication path of Wang Po Saying Media in the Douyin short video mobile social platform.

Firstly, taking the characteristics of scene expression in the digital age as the starting point, this paper analyzes the scene expression characteristics of short videos and the scene expression characteristics of tourist attractions. On this basis, through text analysis, the scene elements of the image shaping of Kaifeng Wangpo's media program are summarized, and it is believed that in the process of incubation of Wangpo's media celebrity landscape, the space scene, the facility scene, the crowd scene, and the activity scene constitute the basic material space structure elements of Wangpo's media, and the cultural values contained in it are excavated from the perspective of subjective cognition, and analyzed from the three dimensions of drama, authenticity and legitimacy. The five major technological forces were included in the research scope as an indispensable virtual space construction force in the process of shaping the image of Wang Po and Internet celebrities. Secondly, the formation of phenomenal Internet celebrity scenes is the result of the mutual extension and interactive communication between online virtual space and offline physical space, this paper analyzes the image perception of Douyin users on Kaifeng Scenic Area from the original image, induced image and composite image, and summarizes and analyzes the behavior transformation of short video users from online virtual space to offline physical space from the two aspects of travel groups and marriage groups, and explores the role of short video scene in shaping the image of Kaifeng Scenic Area to promote the incubation of Internet celebrity scenes.