上海管理科学2025，Vol.47Issue(3)：72-77,6.
面向"Z世代"的跨媒介叙事生态构建探究
Constructing Transmedia Storytelling Ecosystems for Generation Z:A Digital Communication Perspective
摘要
Abstract
In the era of digital communication,the media ecosystem has evolved with new characteris-tics.Technological innovation has driven transformative changes in the communication landscape,where multiple information dissemination models interact synergistically.The deepening convergence of media has reshaped the media ecology,creating favorable conditions for the development of trans-media storytelling.To engage Generation Z,it is essential to construct a transmedia storytelling eco-system from a digital communication perspective.This involves leveraging an omnimedia matrix to build expansive storyworlds,adopting a parallel-content approach to enable collaborative creation,and establishing a bidirectional communication field through intelligent media technologies.Further-more,digital empowerment can be harnessed to stimulate diverse and personalized audience demands.关键词
跨媒介叙事/Z世代/数字传播/媒介生态Key words
transmedia storytelling/Generation Z/digital communication/media ecology分类
社会科学引用本文复制引用
李厚锐..面向"Z世代"的跨媒介叙事生态构建探究[J].上海管理科学,2025,47(3):72-77,6.基金项目
国家社会科学基金教育学项目"数字化赋能高校思想政治教育话语建设路径研究"(BIA240155)、上海市高等教育学会规划研究重点课题"数字化赋能课程思政建设路径创新研究"(2QZD2411) （BIA240155）
