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毕业典礼致辞的传播价值构建及其特色研究 ——以2021—2022 年中国高校毕业典礼致辞文本为例

Research on the Construction and Characteristics of the Communication Value of Graduation Ceremony Speeches —A Case on Chinese universities Ceremony Speeches in 2021-2022

中国新闻评论 / 2023,4(3)：56-70 / 2023-08-18 113 109

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• 作者： 吴玉兰      向苏芹     
• 单位：

  中南财经政法大学，武汉

• 关键词： 高校毕业典礼致辞；互动仪式链；传播价值
• High school graduation ceremony; Interactive ceremony chain; Communication value
• 摘要： 致辞是高校毕业典礼的重要环节，作为高校传达教育价值、思想政治价值和社会价值的重要传播形式，以往毕业致辞研究却多只集中于中国一流高校。本研究以点赞量作为样本筛选指标，选取2021—2022年中国最受欢迎的高校毕业典礼致辞作为研究对象，以互动仪式链理论作为研究框架，运用内容分析法、软件分析法和个案分析法等研究方法，探讨毕业典礼致辞的传播价值的构建要素及价值表现。研究发现，广受欢迎的毕业典礼致辞具备符号价值、文化价值和情感价值。首先，符号价值体现在符号是意义的载体和情感的媒介，所以言说者使用甚至创造共享符号和情感符号，旨在生产象征意义和情感意义，为理性认同和情感共识的建构打下基础；其次，文化价值本质是文化认同，且毕业致辞是高校传播精神文化和制度文化的核心环节，作为文化价值意义的重要体现，是高校获得理性认同的必要条件；情感价值是高校毕业致辞的最终目的，演讲者通过情感唤醒、情感增强和情感认同三个阶段来激发情感能量，并与受众形成强连接，具有将理性认同上升至情感认同的作用。
• The graduation speech is an important part of the graduation ceremony of colleges anduniversities, and as an important form of communication to convey educational, ideological andpolitical values and social values in colleges and universities, previous studies on graduation speecheshave mostly focused on top universities in China. This study takes the number of likes as the sampleselection index, selects the most popular graduation ceremony salutations in China in 2021-2022 as theresearch object, uses the interactive ritual chain theory as the research framework, and employs contentanalysis, software analysis and case study analysis to explore the construction elements and valueperformance of the communication value of graduation ceremony salutations. The study found that thepopular graduation ceremony speech has symbolic value, cultural value and emotional value. Firstly,symbolic value is reflected in the fact that symbols are carriers of meaning and medium of emotion, sothe speakers use and even create shared symbols and emotional symbols, aiming at producing symbolicand emotional meanings and laying the foundation for the construction of rational identity andemotional consensus; secondly, the essence of cultural value is cultural identity, and graduation speechis the core part of the spiritual and institutional culture disseminated by colleges and universities, and asan important embodiment of cultural value Emotional value is the final purpose of graduation speechof colleges and universities, and the speech writer stimulates emotional energy through three stages ofemotional awakening, emotional enhancement and emotional identity, and forms a strong connectionwith the audience, which has the function of raising rational identity to emotional identity.
• DOI： https://doi.org/10.35534/cnr.0403008
• 引用： 吴玉兰，向苏芹．毕业典礼致辞的传播价值的构建与及其特色研究——以2021—2022年中国高校毕业典礼致辞文本为例［J］．中国新闻评论，2023，4（3）：56-70．