论主旋律影视的“主流化”传播策略

发布时间：2018-01-15 12:19

  本文关键词：论主旋律影视的“主流化”传播策略　出处：《新闻界》2017年08期 　论文类型：期刊论文

  更多相关文章： 消费视域 主旋律影视 主流化传播

【摘要】：消费视域下,传统主旋律影视的主流化传播力和主流价值观影响力正逐渐式微,面临着制作模式化、传播碎片化、市场边缘化的危机,但这种危机的出现并未泯灭主旋律影视主流化传播的可能。2016-2017年,主旋律电视剧《人民的名义》、主旋律电影《湄公河行动》、主旋律纪录片《长征》均在市场与口碑上取得良好成绩,印证了主旋律影视在大众消费文化盛行的今天仍具有主流化的传播力和影响力,其关键在于如何进行内容创作与有效传播。本文将从政治逻辑,艺术逻辑和市场逻辑三个基本维度出发,分析主旋律影视的政治意识话语表达、艺术思想价值塑造以及传播过程中对市场痒点、痛点与兴奋点的把握,力求全面分析在消费视域下主旋律影视的主流化传播策略。
[Abstract]:From the perspective of consumption, the mainstream power and the influence of the mainstream values of the traditional theme film and television are gradually declining, facing the crisis of production model, communication fragmentation and market marginalization. But the emergence of this crisis did not eliminate the main theme film and television mainstream dissemination of the possibility of .2016-2017, the main TV drama "people's name", the theme film "Mekong River Action". The main melody documentary "long March" has made good achievements in the market and word of mouth, which confirms that the theme film still has the mainstream power and influence in the popular consumer culture. The key lies in how to create content and spread effectively. This paper will analyze the political consciousness discourse expression of the main theme film and television from the three basic dimensions of political logic, artistic logic and market logic. In order to fully analyze the mainstream communication strategy of the main theme film and television in the field of consumption, the value of artistic thought and the grasp of market itching point, pain point and excitatory point in the process of spreading art thought are molded.
【作者单位】： 重庆工商大学文学与新闻学院;中国新闻史学会传媒教育基地;
【基金】：重庆市社会科学规划项目委托项目“媒体融合背景下新型主流媒体构建研究”(2016WT14)
【分类号】：G206;J943
【正文快照】： 主旋律影视剧是指反映社会主义核心价值观,体现主流意识形态,弘扬人文精神的艺术作品。作为一种特殊的文化商品,主旋律影视剧在长期的内容生产与传播过程中受政治因素影响较大,但进入大众消费时代,公众主体意识和选择性不断增强,对主旋律作品的要求也日益增多。要实现主旋律作，

本文编号：1428335