【作者】 张帅；

【导师】 刘佳；

【作者基本信息】 山东大学 ， 新闻与传播（专业学位）， 2025， 硕士

【摘要】 随着信息技术与社交媒体的发展,短视频平台因便捷碎片化的特性成为人们获取信息与娱乐的重要渠道,为文旅短视频提供了广阔传播空间。当下消费者不再满足于传统旅游模式,更追求个性化深度体验,而文旅短视频能生动呈现各地风土人情与特色景点,契合消费者对旅游目的地全面了解的需求,在激烈的市场竞争中,文旅产业急需创新营销方式,文旅短视频凭借强大的传播力与影响力,能精准触达目标受众,提升目的地知名度与美誉度,成为文旅产业发展的新动力。如何提高文旅短视频创作质量,借助短视频平台传播力有效推广文旅资源、提升地区旅游品牌形象,成为文旅产业发展亟待解决的关键问题。基于此,本文以2018年4月上线的由山东省文化和旅游厅主导的文旅短视频平台——“好客山东”为研究对象,选择其抖音号自2024年3月1日至2024年9月1日发布的1356条短视频作为研究内容,建立语料库,囊括发布平台、受众信息以及发布周期,运用传播学、语言学等相关学科理论,以费尔克拉夫的批判性话语分析方法为全文的基础理论框架。借助Python里的jieba库分词来建立语料库,开展数据统计分析,构建出短视频分析框架。随后从文本分析层面,剖析短视频的话语特征,在话语实践领域,剖析短视频的话语语境、修辞和语义生产,最后社会实践中分析“好客山东”抖音号短视频如何为文旅传播赋能。文旅短视频的话语研究丰富了当下社会关于“文旅类”与“短视频”的话语相关研究。经由上述研究得出,“好客山东”文旅短视频存在地域文化挖掘浅表化,符号使用同质化、浅层化叙事弱化用户的地域认知、互动话语单一,用户参与感不足、话语表述夸张化误导用户读取决策,本文给出重构话语内容、创新话语表达、增效话语传播以及技术赋能等优化策略,期望能为文旅短视频的发展提供有价值的参考与建议。更多还原

【Abstract】 With the development of information technology and social media,short video platforms have become an important channel for people to obtain information and entertainment due to their convenient and fragmented nature,providing a broad distribution space for cultural and tourism short videos.At present,consumers are no longer satisfied with traditional tourism models,but more seek personalized in-depth experiences,and cultural tourism short videos can vividly present the local customs and special attractions,meeting consumers’ needs for comprehensive understanding of tourist destinations.In the fierce market competition,the cultural and tourism industry urgently needs innovative marketing methods.With its strong communication power and influence,the cultural short video can reach the target audience precisely,enhance the popularity and reputation of the destination,and become a new driving force in the development of the cultural and tourist industry.How to improve the quality of short video creation of cultural and tourism,and use the communication power of short video platforms to effectively promote cultural and traveler resources and enhance regional tourism brand image,has become a key issue that needs to be solved in the development of cultural and tourist industry.Based on this,this article took the cultural and tourism short video platform"Guest Shandong"-which was launched in April 2018,led by the Shandong Provincial Department of Culture and Tourism,and selected 1356 short videos posted on its Douyin account from March 1 to September 1,2024 as the research content.Establish a corpus of texts covering distribution platforms,audience information,and distribution cycles,apply theories of communication and linguistics,and use Felcloff’s critical discourse analysis method as the basic theoretical framework for the full text.With the help of Python in the jieba library segmentation to establish a corpus,carry out data statistical analysis,build a short video analysis framework.Then,from the level of text analysis,we dissect the speech characteristics of the short video,in the field of speech practice,we dissects the speech context,rhetoric and semantic production of the short videos,and finally,in social practice,we analyze how the"Good Guest Shandong" Douyin short video empowers cultural and tourism communication.The study of the discourse of short video clips in cultural tourism has enriched the current social research on the discourse related to "cultural tourism" and"short video." According to the above research,the "Welcome to Shandong" cultural and tourism short videos have superficial geographical cultural digging,homogeneous symbol use,superficial narrative weakening the user’s geographical awareness,and a single interactive discourse.Insufficient user participation and exaggerated discourse mislead users in reading decisions.This paper proposes optimization strategies such as restructuring discourse content,innovative discourse expression,efficient discourse dissemination,and technological empowerment,which are expected to provide valuable references and suggestions for the development of tourism short videos.更多还原