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象舞指数｜《过年｜回家的路》温暖每一颗春节返乡的心
时间：2023-01-30 15:00:54阅读：50775次来源：天美影视 象舞指数｜《过年｜回家的路》温暖每一颗春节返乡的心
14/21
象舞指数，告诉你好短视频的样子！撷取短视频精华，揭秘成功法宝，带你成为短视频达人。
2023年新春佳节如约而至，忙碌了一年的你我纷纷踏上返乡的旅程，拥抱至亲至爱，乐享幸福团圆。围绕着“回家”“团圆”的优质短视频作品也在各大平台不断涌现，烘托出浓浓年味，也撩拨着人们的心弦。
春节期间，在众多以“过年”“回家”为主题的短视频中，由中央网信办网络传播局指导、央视网首发的
《过年｜回家的路》
在全网催泪热播，短视频通过精妙的策划和精心的制作，为春节期间的主题宣传提供了一个出色范本，也以爆款短视频的形式激荡起中国人的家国情怀。
短视频准确地预判并捕捉了社会情绪热点。开头一句，“好久没回家了，一句明年见，始终没能兑现”的旁白，旋即将观看者带入到伤感离别与期盼相见的情绪之中。而贯穿这条视频始终的，正是 “过年回家”的情感主题。
正值春节假期，观看该视频的用户，无论是正在回家过年的路上，还是已经回到家乡，或是期盼着很快就能回家，都能从中找到与自己情绪高度契合的思念、盼望与欢喜。情绪情感传播，与特殊时间点一经碰撞，立即释放了点燃泪点的能量。
短视频巧妙设计了符合大众情感的对比叙事和反差叙事，凸显了传播内容的贴近性。短视频的前半段，呈现的是不同行业、不同年龄、不同经历的人们，离家在外工作生活的情景，其中有困顿、有艰难、有不舍、有辛酸，用户在观看时似乎能看到自己。短视频后半段的叙事内容和叙事情绪，与前半段形成了鲜明的反差，呈现的是回家过年的人旅途中和到家那一刻的快乐与欣喜。
反差叙事是叙事实践的重要技巧，以“不是”来凸显“是”，往往能够释放高“凸显力”，以明显提升叙事效能。同时，配合这种反差叙事，短视频的前半段呈现人们在外漂泊的部分，叙事节奏舒缓，与离家在外生活不易的境遇相对应；而表现归途内容的后半段，叙事节奏明显加快，与人们即将感受团圆的欢快心情相对应。这些情绪和节奏，也是我们在一年又一年的日常生活中熟悉的感受。
短视频充分发挥了指导团队和制作团队的专业优势，剪辑编辑了不同类型不同来源的素材，以具有冲击力的情境聚焦构成核心主题思想的穿透，让用户在瞬间的感动中认知并认同，进而实现意义同构。
在短视频中，创作者使用了专业的演员和专业化拍摄的影像，一些画面和叙事甚至达到电影级的效果。同时，创作者也在视频中使用了大量网友拍摄的真实画面：回到家的一刻，家人的惊喜表情和团圆的欢乐场景。
对网友生活素材的使用，特别是集中使用相见瞬间亲人最真实的反应画面，构成了短视频的情绪高潮，感人至深，催人泪下。这也启示我们，真情实感往往是最具冲击力的素材。在专题类短视频创作中，要注重收集并汇集反应真实生活和真实情感的情节，根据主题需要，将不同来源的同类型、同主题的真实生活素材进行精心剪辑编辑，可以形成不断叠加和放大情绪的冲击力，实现直击人心的传播效果。
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