从注意力经济到情感经济：文旅微短剧“种草”效应的媒介化消费研究

From Attention Economy to Emotion Economy: A Study on the Media-Mediated Consumption of the “Seed Planting” Effect in Cultural and Tourism Micro-Short Dramas

摘要: 在流量红利见顶、注意力日益碎片化的背景下，文旅传播正经历由“注意力经济”向“情感经济”的范式转换。本文以抖音、快手、B站等平台上的文旅微短剧为研究对象构建“情感–场景–消费”的三段式分析框架，探讨微短剧如何凭借叙事化、人格化与互动化的内容特征，完成从云端“种草”到线下打卡的媒介化消费闭环。研究发现情感经济逻辑重塑了目的地意义生产方式；微短剧以生活化叙事将目的地转译为可体验的情感场景，形成超越传统旅游文本的沉浸召唤；平台算法、UGC二次创作与地方政府的文化背书共同构成情感–商业耦合的话语生产机制，实现流量与客流的双重转化。

Abstract: Against the backdrop of peak traffic dividends and increasingly fragmented attention, cultural and tourism communication is undergoing a paradigm shift from “attention economy” to “emotional economy”. This paper constructs a three-stage analytical framework of emotion scene consumption based on the study of cultural and tourism micro-short dramas on platforms such as Tiktok, Kwai, and Bilibili, exploring how micro-short dramas leverage narrative, personalized, and interactive content features to complete the media consumption loop from “seeding” online to checking in offline. The study finds that the logic of emotional economy reshapes the way destination meanings are produced; micro-short dramas translate destinations into experiential emotional scenes through life-like narratives, forming an immersive call that transcends traditional tourism texts; platform algorithms, UGC secondary creation, and local government cultural endorsement jointly constitute a discourse production mechanism of emotional-commercial coupling, achieving dual transformation of traffic and customer flow.