浙产文旅微短剧的地方性表征与审美经验研究

A Study on the Local Representation and Aesthetic Experience of Zhejiang-Produced Cultural Tourism Micro-Dramas

摘要: 国家广电总局提出“跟着微短剧去旅行”创作计划以来，为更好实现有效赋能文旅产业的目标，文旅微短剧应承担影像化地方性表征的任务，营造地方性审美以形成地方性特征的群体认同，进而提高微短剧内容的丰富度与观众的黏性。本文通过媒介地理学等研究范式，以浙产文旅微短剧为代表，探究文旅微短剧的媒介文化内涵，研究文旅微短剧中影像化的地方性表征，探讨地方文旅微短剧的地方性审美经验引发认同感的途径，为文旅微短剧创作找到更快速有效的途径。

Abstract: Since the National Radio and Television Administration proposed the “Travel with Micro-Dramas” initiative, cultural tourism micro-dramas have been tasked with visually representing local characteristics to better achieve the goal of effectively empowering the cultural tourism industry. By fostering a sense of local aesthetics, these micro-dramas aim to cultivate group identification with regional features, thereby enhancing the richness of micro-drama content and increasing audience engagement. Through research paradigms such as media geography, this paper takes Zhejiang-produced cultural tourism micro-dramas as representative cases to explore the media cultural connotations of these micro-dramas. It investigates the visual representation of local characteristics in cultural tourism micro-dramas and examines how localized aesthetic experiences in such micro-dramas evoke a sense of identity. The study aims to identify faster and more effective approaches for the creation of cultural tourism micro-dramas.