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本文主要探讨公共部门在文化价值观传播过程中若能结合跨媒体和跨主体叙事策略可更好、更有效地发挥受众个体的感观参与度及提高主观能动性的可能性。跨媒体叙事性宣传利用多种媒介途径,且从微观个体感受出发,自下而上,从而受众广,更有说服力、感染力,也能给微观个体更直接的行为典范。而文化价值观传播过程采用跨主体合作方式,在商业性传播行为中融入利他性和正确价值导向,这一新策略会产生意想不到的效果并带来正的外部经济效应。本文采用案例调查分析的方法,以《爸爸去哪儿》跨媒介叙事性商业节目为例,用倍差分析法验证了其除了在国民中成功传播正确家庭价值观之外还实际推动了西部地区第三产业的增长。
This paper mainly discusses the possibility that the public sector can better and more effectively display the participation of the audience members and enhance the subjective initiative if they can integrate the cross-media and cross-subject narrative strategies in the process of cultural values transmission. Cross-media narrative publicity uses a variety of media channels, and from the micro-individual experience from bottom to top, so that the audience is broad, more persuasive, contagious, but also to micro-individuals more direct behavior model. However, the cross-subjective approach to cultural values transmission spreads altruism and correct value orientation into commercial communication. This new strategy will produce unexpected results and bring about positive external economic effects. This article uses the method of case investigation and analysis, taking the example of “Where is Daddy” cross-media narrative commercial programs ?, using the multiple difference analysis to prove that in addition to successfully spreading the correct family values among the citizens, it has actually promoted the third Industrial growth.