《人生，我自己选》：SK-II 互动微电影的交互设计与品牌互动模式
My Destiny, My Choice: Interactive Design and Brand Interaction Mode in the SK-II Interactive Micro Movie
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- Keywords: Interactive micro movie; Interactive storytelling; Interactive design; Brand interaction互动微电影; 互动叙事; 交互设计; 品牌互动
- Abstract: Interactive Micro Movie are a new way of presenting interactive storytelling texts in the digital age. Viewers participate in the protagonist's decision-making through interactive programs, thereby changing the plot direction and obtaining different story endings. SK-II’s My Destiny, My Choice is the pioneering work of interactive micro movie in the women’s skincare brand industry, with the characteristic of “small and beautiful” interactive text, becoming a new carrier of SK-II brand narrative. The creator designs the interactive architecture, task flow, and branching plot of interactive micro movie allowing viewers to immerse themselves in an immersive story atmosphere and participate in the interactive selection of branching plots. The SK-II brand inspires women to bravely choose their own lives through situational, emotional, and verbal interactions with viewers, conveying the power of goodness and progress, and empowering the brand to enhance its value.互动微电影是数字时代互动叙事文本的一种新的呈现方式，观影者通过交互性程序参与主角的决策，从而改变故事情节走向，获取不同的故事结局。SK-II的《人生，我自己选》是女性护肤品牌行业互动微电影的开山之作，具备“小而美”的互动文本特征，成为SK-II品牌叙事的新载体。创作者设计互动微电影的互动架构、任务流程和分岔情节，让观影者置身沉浸式的故事氛围，参与分岔情节的交互选择。SK-II品牌通过与观影者之间的情境互动、情感互动和话语互动，鼓舞女性勇敢选择自己的人生，传递向善向上的力量，为提升品牌价值赋能。
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互动新闻产品：央视频杭州亚运会报道的创新实践
Interactive News Products: Practical Innovations in China Media Group Mobile’s Hangzhou Asian Games Coverage
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- Keywords: Interactive news products; Central video; Asian Games互动新闻产品; 央视频; 亚运会
- Abstract: Under the background of media integration, interactive news has given new forms ofinformation expression with its integration and openness, releasing great potential in practicalapplication. The interactive news products reported by CCTV for the Asian Games are diverse,including content click, scene control, and embodied participation. It has a youthful productionmindset and strengthens user/product thinking; Online and offline linkage, building multipleconnections; Strengthen social relationships and achieve viral dissemination; Deeply cultivate brand IP,create a series of products and other multiple innovations. The production of interactive news productsfor the Central Video Asian Games should be cautious of form being greater than content, and expandthe dimensions of information mining; Beware of deviating user attention and encouraging users toparticipate personally; Beware of solidified interactive boundaries and create a liquid news industry.在媒介融合发展的背景下，互动新闻以其融合性和开放性赋予了信息表达新形式，在实践应用中释放出巨大的潜能。央视频亚运报道的互动新闻产品类型丰富，包括内容点击类、场景控制类和具身参与类。它具有生产思维年轻化，强化用户思维/产品思维；线上线下联动，构建多重连接；强化社交关系，实现裂变式传播；深耕品牌IP，打造系列产品等多重创新。央视频亚运互动新闻产品生产总要谨防形式大于内容，扩展信息挖掘的维度；谨防偏转用户注意力，激励用户具身参与；谨防互动边界固化，打造液态新闻业。
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村BA：乡土体育文化的破圈传播与价值实现
Country Basketball Association: The Circle-breaking Communication and Value Realization of Vernacular Sports Culture
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- Keywords: Country basketball association; Vernacular sports culture; Circle-breaking communication; Value realization村BA; 乡土体育文化; 破圈传播; 价值实现
- Abstract: By using literature and other methods, this paper studied the performance, motivationand value of the circle-breaking communication of vernacular sports culture, represented by countrybasketball association. Country basketball association combines regional folklore and sports, andthrough content production and secondary dissemination by mainstream media and self-media. Itachieves the circle-breaking communication from physical participation to virtual presence, from asingle medium to a collaborative matrix, and from linguistic symbols to visual symbols. Vernacularsports culture can break the circle and communicate because of the public’s resonance and recognitionof quality spiritual and cultural life, the activation and connection of new media platforms to relationalresources, and the integration and promotion of mainstream culture and circle culture. The circlebreakingcommunication of vernacular sports culture empowers individual participatory expressionand emotional connection, reconstructs the social order and the value communities, and becomes apowerful practice for rural revitalization in the process of Chinese path to modernization.本文运用文献资料法等，对以村BA为代表的乡土体育文化破圈传播的表现、动因和价值进行研究。村BA将地域民俗与体育运动相结合，通过主流媒体和自媒体的内容生产与二次传播，实现从具身参与到虚拟在场、从单一介质到协同矩阵、从语言符码到视觉符码的破圈传播。以村BA为代表的乡土体育文化之所以能实现破圈传播，在于群众对高质量精神文化生活的共鸣与认同、新媒体平台对关系资源的激活与连接、主流文化与圈层文化的融合与助推。乡土体育文化的破圈传播有助于赋能个体参与式表达与情感连接，重构社会秩序与价值共同体，成为中国式现代化进程中乡村振兴的有力实践。
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事件•环境•关系： 精准扶贫电视公益节目我们在行动的情境叙事
Event· Environment· Relation: Situational Narrative of Targeted Poverty Alleviation TV Public Welfare Program We Are in Action
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- Keywords: We are in action; Targeted poverty alleviation; Situational narrative《我们在行动》; 精准扶贫; 情境叙事
- Abstract: We Are in Action is the first targeted poverty alleviation TV charity program in China. It focuses on real poverty alleviation tasks and uses three elements of situational narrative to deeply describe the rural life in the urban-rural integration scene. It puts multiple participants such as celebrities, entrepreneurs and farmers at the test of various unconventional “situations”. It deeply excavates core and non-core events of poverty alleviation and presents a multi-dimensional panorama of poverty alleviation. The program adheres to people-oriented, focuses on emotional interaction and strives to improve the social responsibility and cultural responsibility of mainstream TV media from the perspectives of ideology, professionalism, and storytelling. It realizes the communication value of TV public welfare programs.上海东方卫视的《我们在行动》是全国首档精准扶贫电视公益节目，围绕一项项真实的扶贫任务，运用情境叙事三元素深描城乡融合场景中的乡土生活；采用星素结合的节目元素设计，将明星、企业家和农民等多元参与主体置于种种非常规的“情境”考验关头；深度挖掘扶贫核心事件和非核心事件，多维展现脱贫攻坚全景风貌。节目坚持以人为本，聚焦情感互动、呼唤家乡情结，力图从思想性、专业性、故事性等层面提升主流电视媒体的社会责任和文化担当，实现电视公益节目的传播价值。
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建设性新闻：公共传播时代的媒体角色与实践策略
Constructive Journalism: Media Roles and Practical Strategies in the Era of Public Communication
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- Keywords: Constructive journalism; Public communication; Media roles建设性新闻; 公共传播; 媒体角色
- Abstract: Constructive journalism is a kind of journalism theory and practice system which is characterized by the application of positive psychology and is oriented by public - plan - future - action, and is committed to improving social welfare. It has evolved from action news over time, supplementing “problem-focused reports” with “program-focused reports” amendments, and emphasizes that news reports should participate in the solution of social problems, not just as ‘bystanders’ to expose social problems. Constructive journalism is an expansion of the role of traditional journalism norms. At the same time, the relationship between it and propaganda and objectivity must be handled carefully. Constructive journalism uses practical strategies such as solution framework, future orientation, depolarization, constructive interviews, digitization, and participation and empowerment of citizens to achieve the core values of journalism that accurately portray the world and promote social development.建设性新闻是一种以积极心理学应用为重要特征，以公众—方案—未来—行动为导向，致力于提升社会福祉的新闻理论和实践体系。它从行动新闻历时演变而来，用“方案聚焦型报道”修正补充“问题聚焦型报道”，强调新闻报道要参与社会问题的解决，而不仅仅只是作为“旁观者”揭露社会问题。建设性新闻是对传统新闻规范角色的扩充，同时也要审慎处理它与宣传、客观性之间的关系。建设性新闻使用解决方案框架、未来导向、去极化、建设性采访、数据化和让公民参与并赋权等实践策略，实现准确描绘世界、促进社会发展的新闻核心价值观。
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科研立项
