《百鸟朝凤》“下跪”事件的传播学审视

发布时间：2018-01-22 16:43

本文关键词： 百鸟朝凤艺术电影传播方式电影营销　出处：《西南大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年5月12日,影片《百鸟朝凤》年过六旬的制片人方励通过微博发布“下跪”视频,呼吁全国各大影院经理为吴天明导演的遗作《百鸟朝凤》增加排片,并跪地磕头,恳求支持。强烈的话题效应为《百鸟朝凤》的票房带来了立竿见影的逆袭效果,看似无奈之举实质上演变成为一次事件营销。这一事件成为文艺电影推广宣发历史上的一个独特案例,与此同时也引发了对此事件之下深掩的我国艺术电影宣传和发展困境的思考。本文的前半部分着重呈现了方励下跪事件的过程以及其导致的话题效应,引发各方关注并最终实现票房大幅逆袭的内在缘由。本文的后半部分,试运用传播学理论通过对新千年电影生态发展的数据资料收集与研究,为艺术院线在中国的困境与出路,提供理论参考及解答。经案例分析和数据分析,本文提出了针对院线细分建设的一些策略,例如建立艺术院线、推广分级和众筹观看等方式。主体部分由以下四个章节构成:第一章“方励‘下跪’事件与《百鸟朝凤》票房逆袭”,主要介绍了方励“下跪”事件的来龙去脉,包括《百鸟朝凤》导演吴天明的背景。呈现“下跪”和“下跪”事件发生之后引发的票房逆袭及媒体舆论的过程。第二章“‘下跪’事件使票房逆袭的分析”,主要是结合传播学理论针对《百鸟朝凤》“下跪”事件逆袭的原因进行评论与分析。第三章“‘下跪’”事件致‘票房逆袭’深掩的困境与问题”,主要探讨了“下跪”事件之下深掩的我国文艺电影发展的困境与问题。第四章“‘下跪’事件所带来的启示”,总结方励“下跪”事件的启示提出建立艺术院线、众筹观看等一系列针对性解决策略。
[Abstract]:In May 12th 2016, filmmaker Fang Li, who was in his sixties, released a video on "kneeling" through Weibo. Called on the country's major cinema managers for Wu Tianming's legacy "Birds Chaofeng" to increase the number of films, and kneel kowtow. Pleading for support. The intense topic effect has brought immediate counterattack effects to the box office of "Birds at the Phoenix". The seemingly helpless act actually evolved into an event marketing, which became a unique case in the history of literature and art film promotion and publication. At the same time, it also leads to the reflection on the propaganda and development dilemma of Chinese art film. The first part of this paper mainly presents the process of the Fangli kneeling incident and its topic effect. The second half of this paper tries to use the theory of communication through the new millennium film ecological development of data collection and research. Through the case analysis and data analysis, this paper puts forward some strategies for the subdivision construction of the art academy, such as the establishment of the art academy line. The main part is composed of the following four chapters: the first chapter "the incident of Fang Li 'kneeling' and the box office counterattack of" Birds of Birds, Chaofeng "." This paper mainly introduces the background of Fang Li's kneeling incident. Including the background of director Wu Tianming in "Birdsong and Phoenix". It presents the process of box office counterattack and media opinion after "kneeling" and "kneeling" incident. Chapter two, "Analysis of 'kneeling' incident makes box office counterattack." It is mainly based on the theory of communication to comment and analyze the reasons of the "kneeling" incident. Chapter three "kneeling" incident caused the "box office counterattack" deep difficulties and problems. This paper mainly discusses the difficulties and problems in the development of Chinese literature and art films under the "kneeling" incident. Chapter 4th, "the Enlightenment brought about by the kneeling incident". This paper summarizes the enlightenment of Fang Li's kneeling incident and puts forward a series of targeted solutions such as setting up art courtyard line and public funding and viewing.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J951;G206

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