CAJ | 학술논문

新闻媒体经常通过建构道德偶像的方式来弘扬主流价值观,对民众进行道德教化。我们通过对央视《新闻联播》道德偶像建构活动的传播效果考察发现,受众对其建构的道德偶像进行了多样化的解码：一是完全认同式解码,二是协商性解码,三是对抗性解码。受众的多样化解码引发了人们对该栏目制码策略的关注。《新闻联播》在进行道德偶像建构时,多采用宣传语态建构道德＂神话＂;在道德建构中杂糅政治符号;强调集体价值的优先和至上。显然,这些制码策略依然存在改进与提升的空间。
신문매체경상통과건구도덕우상적방식래홍양주류개치관,대민음진행도덕교화。아문통과대앙시《신문련파》도덕우상건구활동적전파효과고찰발현,수음대기건구적도덕우상진행료다양화적해마：일시완전인동식해마,이시협상성해마,삼시대항성해마。수음적다양화해마인발료인문대해란목제마책략적관주。《신문련파》재진행도덕우상건구시,다채용선전어태건구도덕＂신화＂;재도덕건구중잡유정치부호;강조집체개치적우선화지상。현연,저사제마책략의연존재개진여제승적공간。
The news media often construct moral idols to promote mainstream values and moral education.We researched on the communication effect of the construction activities of moral idol on the CCTV＂News Broadcast＂,finding that audience conducted diversified decoding of the moral idol.The first is to agree what encoded totally,the second is negotiated decoding,the third is oppositional decoding.Diversified decoding of audiences aroused the concern for the encode strategy of the column.When＂News Broadcast＂constructed the moral idol,they tended to use propaganda voice on building moral＂myth＂;they frequently mixed political symbols in moral construction;and they often emphasized the collective value to be the priority,even the supreme.Obviously,there is even more space for the improvement of these encoding strategies.