No.2，2018

Contents

Practical Applications, Theoretical Tracing and Future Concepts of Smart Communication

TanTieniu&ZengJingping(2)

Research on the Behavior Patterns oftheOnline Video Audience in China

HuYangjuan&YuGuoming(9)

The Human Spirit and Value Propagation in the Age of AI

LiSiqu(18)

An Analysis of Content Models and Development Trendsof Self-MadeOnline Variety Shows in China

YangYa&JingQi(26)

Analysis of Pragmatic Strategies of Personal Meta-discourse in English and Chinese News Coverage

LaiYan(33)

The Status of Village Ballads inJingshan, Obstacles to their Development and Countermeasures

ChenJing’e(37)

Reflections on Constructing a Socialized Communication Theory

TanTian(42)

Risk Perception and Public Opinion Coping with Mass Incidents Concerning Environmental Pollution:

A Study based on Two Non-Structured Interviews on Solid Waste Incineration Projects

FangJianyi(47)

Deconstruction and Reconstruction: The Acquisition of Legitimacy by the Chinese Advertising

Industry in the 1980s

SunMeiling(53)

A Study on Virtuality and Reality in a TransitionalSociety based onBlackMirror

HeWei(62)

An Empirical Study on the Interactive Development between County-level Higher Education and the

Region:The Example of Zhejiang University of Media and Communications and Tongxiang City

HuangJie(69)

The Development and Trends of Knowledge Services in the Chinese Digital Content Industry

CongTing&ShiMao(77)

Predicaments and Breakthroughs in the Development of the Online Sports Video Streaming Industry

MengWenguang(82)

An Analysis of the Development of Online Sports and Leisure in China

FengWei(89)

Narrative Methods and Aesthetic Implications in Chinese Mainstream Movies

ZhongLiqian(96)

Ambiguous Emotions and Ambiguous Philosophy: The Intertextuality Analysis of the Film

ThePianoandMerleau-Ponty’sPhenomenology of Perception

ZengSheng(102)

A Studyon Three Personal Narrators in ChineseAnimated Movies(1950-1989)

ChenKehong(108)

An Aesthetic Study of Pathological Phenomena in Shakespeare’s Plays

XuQunhui(114)

Dissemination and Reception of the Representations of the “Chinese Dream” in Film and

Television among Foreign Audiences

YuanJinghua&ZhouHang(120)

The Impact of the Success of Iranian Movies on Chinese Cinema

ShiZhichen&ShiKeyang(125)

Narration and Dissemination of Chinese Stories from the Perspective of New Cosmopolitanism

ZengQingjiang&ChenGuoquan(131)

AStudy of Manzoni’s Views on Equity and Justice inStoriadellacolonnainfame

YangHeqing(137)

The Common Construction of the Community of Journalism and Communication Studies in Zhejiang: Summary of the 2017 New Era Global Communication Summit and the Annual Meeting of the Zhejiang Communication Society

ZhouQiong&WeiLili(142)

ABSTRACTS

PracticalApplications,TheoreticalTracingandFutureConceptsofSmartCommunication

Tan Tieniu & Zeng Jingping

Artificial intelligent has been a popular topic in recent years, with the combined application of artificial intelligence and news industry representing not only a revolutionary leap in the news industry, but also an update of news communication concepts. It is a complete subversion of the production mode of news dissemination, leading to an explosive growth of the news industry, a "revolution" for news industry talents, and gradual shift from traditional news transmission to smart communication. This paper deduces and defines the concept of smart communication, exploring its development and presenting an outlook on the future of the industry. It contributes to the mission of enriching and creating a theory of news dissemination with Chinese characteristics in this new era, while also pioneering new achievements in the global theories of news dissemination.

ResearchontheBehaviorPatternsoftheOnlineVideoAudienceinChina

Hu Yangjuan & Yu Guoming

The behavior of online video audience is considerably more complicated than the traditional TV audience. Their behavior consists not only in video-watching, but also video-searching and sharing. Based on a focus group discussion, this paper analyzes the information engagement, channel-choosing, watching, communication, sharing, paying and related consumption of the online video audience in China, inferring five behavior patterns corresponding to different types of users, namely video-downloading audience, membership audience, mass audience, elite audience and fan audience. This study explores the significant difference between them, providing valuable reference for the production of videos and the creation of video sharing websites.

TheHumanSpiritandValuePropagationintheAgeofAI

Li Siqu

The development of artificial intelligence has brought about tremendous changes in the media ecology, calling for the construction of a new type of media culture. The technology and social life in the age of AI are embody the spirit of the times. The emergence of news writing bots highlights the importance of contemporary news personality construction. The rise of platform-style media signals the scarcity of ideological resources in the era of information explosion. The mission of spreading values in the age of AI is to strengthen spiritual building, fill in the "vacuum" by bringing humanities into communication studies, focus on problem-oriented approaches, fill in the gaps of affective communication, and incorporating value-oriented strategies into the algorithms.

ReflectionsonConstructingaSocializedCommunicationTheory

Tan Tian

With the advent of the Internet age and the rise of social media, communication has been developing at such a staggering speed that it has met unprecedented challenges and opportunities. At the same time, the study of mass communication has fallen into theoretical predicaments. The theory of socialized communication arose at a historic moment. In the theoretical construction of socialized communication, we need to discuss a series of problems, such as what socialized communication is, whether its research paradigms need to be changed, how to establish a new theoretical system, and so on. To this end, we need to conduct a more comprehensive and in-depth theoretical research.

RiskPerceptionandPublicOpinionCopingwithMassIncidentsConcerningEnvironmentalPollution:AStudybasedonTwoNon-StructuredInterviewsonSolidWasteIncinerationProjects

Fang Jianyi

In recent years, mass protests against waste incineration projects have occurred repeatedly, with the public regarding them as a cause of great concern. What are the factors that influence the risk perception of the public? How to respond to the public's risk perception? By conducting field interviews, this study found that the public’s groundless connection between incidence of cancer cases and waste incineration projects amplifies the risk perception of residents living in the areas of the projects; the “gag” on these projects irrationally enlarges people’s risk perception, spreading false information; the concentration of polluting projects increased people’s helplessness and anger; WeChat allows protests to be organized more easily, and anger to be spread faster; the selectivity ofinformation and the model of “people obtaining what they want after making a scene” have a reinforcing effect on other similar projects. This study is of significance to improve social communication mechanisms and promote the smooth implementation of projects designed to improve people's livelihood. The local government should learn to look at this issue dialectally, regarding conflict as a necessary cost to promote social development, rather than acting out of fear of social communication, and trying not to involve police forces. Both the government and corporations should strengthen information disclosure, allowing the public to see their efforts for environmental protection. Media coverage cannot be limited to spreading knowledge, but should also pay attention to the audience's awareness and emotions. Taking full advantage of public participation in the decision-making process can make people's risk perception more rational, and more likely to bear the risk of said decision-making.

DeconstructionandReconstructionoftheLegitimacyofChineseAdvertisingIndustryin1980s

Sun Meiling

After the reform and opening up in 1978, Chinese advertising industry has recovered and developed rapidly. Based on previous literatures in 1980s and in-depth interviews, this paper attempts to explore the issue of how to establish the legitimacy of Chinese advertising industry. It shows that Chinese advertising industry was stuck in doubt and met with a profound crisis of legitimacy in the early stages of the reform and opening up, then how to integrate advertising belonged to the category of capitalism into socialist ideology and system became the key of establishing legitimacy of Chinese Advertising Industry. Firstly, Chinese advertising industry get the support of socialist ideology by deconstructing relations between advertising and capitalism，breaking down the barrier of it attached to capitalism, which forms cognitive basis of legitimacy. Secondly, Chinese advertising industry get system support by giving advertising a new connotation and significance, and creating a new institution. Spontaneous change from the bottom up and top-down deliberate intervention that guided by government are the mainly powerful forces to push the institutional change.

AStudyonVirtualityandRealityinaTransitionalSocietybasedonBlackMirror

He Wei

Human society has changed dramatically since the dawn of the Internet, which has made modern people set one foot into the virtual world, while keeping the other foot grounded in reality. Half a century after the birth of the Internet, due to the rapid development of technology and to social transformations, great changes have also happened in modes of information dissemination. Humans have been able to move freely between the virtual and the real world, anytime and anywhere. In my opinion, the boundary between the virtual world and the real world has become increasingly fuzzy. Affected by this interaction, the two worlds are gradually blending together, forming a new "virtual reality world". Based on the British drama Black Mirror, which has garnered a lot of attention and praised in recent years, this article starts from the two different concepts of utopia and dystopia, analyzing the influence and reflection on human development in the "virtual reality world" constructed by this drama.

NarrativeMethodsandAestheticImplicationsinChineseMainstreamMovies

Zhong Liqian

Chinese mainstream films and TV series produced from the end of the 1980s could be regarded as the pre-history of "Chinese dream" audiovisual products. Mainstream films and TV series try to combine macro- and micro-narratives, turning political ideas into ethical emotions, diversifying narrative means and views, introducing typified narrative modes. T

TheAestheticResearchonPathologicalPhenomenainShakespeareanPlays

Xu Qunhui

With the development of modern medicine, the medical phenomena described in Shakespeare's plays are being reassessed. The values assumed by the medical phenomenon in Shakespearian plays also need to be reinterpreted. Pathological phenomena play an important role in typical images, ethical tendencies and tragic effect. Through pathological phenomena, the splitting of self-awareness from self-suffering reflects the alienation issue caused by individualism, which embodies the tragic conflict between the inevitable needs of history and the virtually impossible realization of these needs. At the same time, the spiritual dialectics based on pathological phenomena show aesthetic modernity with the absurd consciousness, acting as its major subject. The subjective values and relativistic ideas, caused by the abovementioned aesthetic style,express strong energy against the existing order, inevitably becoming an important element in improving the dramatic effect in Shakespeare's dramas.