融媒环境下微博给中国电影业带来的影响初探

发布时间：2018-04-17 06:59

本文选题：融媒时代 + 微博　；参考：《成都理工大学》2012年硕士论文

【摘要】：2011年，一部《失恋33天》的热卖让大家明白了微博营销的魔力。然而，当电影遭遇现今时不我与的融媒大环境，对于单个电影作品来说，微博后期的营销宣传显然不是它的全部功课。那么同处融媒时代的微博的出现和发展将给中国电影尤其是大陆电影产业带来怎样的影响呢？本文首先通过对Twitter和国内微博的发展历程和现状的描述，证明信息传播已然进入微博时代，并——当我们进而着眼于其信息发布的私人化、自主化、平民化，传播对象的普泛化和大众化时，应当更确切的说，微博引入了一种全新的传播模式，带领我们走进了一场自媒体的大变革。接下来，在综合各研究机构对新浪微博的研究数据后我们能够总结出，微博不仅有大批的使用者，同时还有整合多媒体的传播性能。所以，融媒环境下，适者生存，微博需要，也必然成为电影传播的移动媒体平台。但是，对于一个拥有一个多世纪发展历程的古老艺术——电影来说，当它在融媒的大背景下被套上微博这样如此新鲜的网络时代的新媒体时，两者又将碰撞出怎样的火花呢？笔者首先从微博和电影在国内的传播特性及现状开始分析。首先微博传播具有随时性、碎片性、消费性参与以及公民媒体的特点。而对于目前中国电影尤其是大陆电影的大致发展现状，第一，国内中小城市以下电影院线明显不足；其次，国内电影票价普遍偏高；再次，国内电影市场影片类型十分有限，没有因为受众群体需求而在创作之初细分市场，同时国内众多电影院线之间同样也不分泾渭。那么，基于以上的微博使用特性以及国内电影市场的现状，用户的微博使用体验究竟会对他们的观影行为产生实际的影响吗？针对这个问题，笔者进一步在北京、邢台两个城市以及网络上的微博用户人群为总体进行抽样调查。发现微博成为其用户获得电影资讯的重要方式，且用户人群年龄偏中低龄化，一定程度上切合电影观众年龄层，而碎片式的媒介内容的接收方式以为广泛惯用和喜欢，同时长时间的网络媒体接触以及对国内电影市场的诟病养成了消费性参与的习惯。总之，长时间的微博使用经验能够给人带来对该类传播方式的习惯或喜爱，从而造成使用者在接触媒介内容——这里特别指在接收电影内容时的影响。这种影响目前虽然不能确定有多么强大，但是结合目前国内电影市场发展的一些特点，我们完全能够初睽端倪。而微博与电影的结合也同时会带来一些促进，，也会带来问题。比如电影市场需求的分化；国内网络传播产业，尤其是电影内容在移动网络终端上的盈利模式的不稳定，以及面对微博这样一个遍布匿名化又有度杂需求用户的环境，版权和网络道德遭到破坏等，这给相关部门的监管提高了难度。但也只有这样，整个传媒大环境才能够在这种新旧碰撞中调试前进，电影这一门经历了一个多世纪的艺术样态才能真正做到历久弥新。
[Abstract]:In 2011, a "lovelorn 33 days > hot so that we understand the micro-blog marketing magic. However, when movies encounter financial media environment today for a single Lost time is never found again., films, micro-blog post marketing publicity is obviously not all of its lessons. So in the financial media when the generation and development of the micro-blog to China movies especially about the impact of the mainland film industry? Firstly, the history and present situation of domestic Twitter and micro-blog's description of the proof of information dissemination has already entered the era of micro-blog, and then, when we focus on the information released by the private, independent, civilians, spread object generalization and popular, should be more precisely, micro-blog introduced a new mode of communication, to lead us into a big change from the media.
Next, in the comprehensive study of various research institutions on Sina micro-blog data after we can conclude that micro-blog is not only a large number of users, as well as the integration of communication performance of multimedia. Therefore, the financial media environment, the survival of the fittest, micro-blog needs to become mobile media platform film spread.
However, for a history of ancient art for more than a century -- the movie, when it is in the background of media integration under the quilt on micro-blog so fresh in the network era of new media, they will impact what kind of spark? The first propagation characteristics and the status quo at home from micro-blog and the movie analysis. First, micro-blog communication has at any time, fragmentation, characteristics of consumer participation and citizen media. The film Chinese especially roughly the development status, the first mainland movie cinema, domestic small and medium-sized city are obviously insufficient; secondly, the domestic film price is generally high; thirdly, the domestic film market film type is very limited, not because the audience needs at the beginning of the creation of market segments, and many domestic cinema is also not Jing Wei.
Then, the micro-blog characteristics and the present domestic film market based on the use of the micro-blog user experience exactly will have a real influence on their viewing behavior? To solve this problem, the author further in Beijing, micro-blog users two city of Xingtai and on the network for the overall sampling investigation found that micro-blog has become an important. The users get the movie information, and users ages in younger age, to a certain extent with the audience age, while receiving media content fragmented and widely thought like usual, at the same time, long time of network media exposure and criticism of the domestic film market to develop consumer participation habits. In short, the experience of using long time micro-blog can bring people to the mode of transmission of the habit or preference, resulting in contact with the media content that users In particular to influence in the movie content. When receiving this effect although cannot determine how powerful, but with some of the features of the current development of the domestic film market, we can completely separate early clues.
Combination of micro-blog and the film also brings some promotion, will also bring problems such as differentiation film market demand; domestic Internet industry, especially the movie content on mobile internet terminal profit model is not stable, as well as the face of micro-blog such an anonymous and miscellaneous degree all over the needs of the user's environment. The copyright and network moral damage, the supervision of the relevant departments to increase the difficulty. But only in this way, the media environment can work forward in this old collision, this film a experienced art form to more than a century truly timeless.

【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943;G206.2

【参考文献】