我国网络自制剧的传播研究

发布时间：2018-01-27 17:40

本文关键词： 互联网网络自制剧传播发展策略　出处：《曲阜师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：在这个社会飞速发展的新时代,网络新媒体与传统的媒体呈现出了一种相互融合,和谐发展的新局面。在这样的一种多媒体共同发展的传播环境下,网络自制剧作为一种新的影视艺术的表现形式应运而生。尽管整体环境下各种媒体之间相处融洽,但各大视频网站之间也不乏激烈的竞争,优胜劣汰的生存法则,使得视频网站的运营商们也开动脑经,为了在激烈的竞争中扎稳脚跟,开始着手发展战略的思考与制定,寻求视频网站的长远发展。在视频网站运营商制定的众多战略里,差异化的发展战略成为了重中之重,在这个战略的基础上,网络自制剧的创作成为了视频网站的不二选择,网站运营商开始在自制领域大伸拳脚。长春的几个大学生在二零零零年拍摄了自编自导的短片《原色》,这个短视频由此成为了我国网络自制剧发展的先河,网络自制剧发展至今呈现出井喷状态,经过十几年的发展,网络自制剧的制作质量、整体水平虽然良莠不齐,口碑有好有坏,但网络自制剧在视频行业乃至互联网行业的影响力不容小觑。如今,电视剧产业中影视内容、形式同质化现象严重,缺乏创新意识和创新能力。网络自制剧选材新颖,进行了大胆创新实践,在继承了传统电视剧传播营销等各个方面的成功经验的同时,也加入了时效性和创新性,使网络自制剧不断有优质作品推出。但处在发展关键时期,网络自制剧也存在着诸多亟待解决的问题和发展瓶颈,这也就需要网络视频运营商和创作者不断的进行探索尝试,找到切实可行的解决问题的良好办法,开拓出一条属于自己的能够持续稳定发展的光明大道。本文首先对于网络自制剧的概念做了一个简单传统的概括分析,对网络自制剧的发展历程进行了梳理介绍。2009年至2013年,我国的网络自制剧形成一定规模并逐渐发展壮大,越来越多的作品纷纷上线,以其独特的风格特点吸引了众多观众的眼球。2014年至今,网络自制剧呈现出了井喷爆发的趋势,网络自制剧在播放量和影响力上实现了新的突破。网络自制剧成为视频网站打造内容差异化的重要领域,网站运营商纷纷投入重金重兵,建设2016年的市场布局。第二章,首先分析了网络自制剧传播主体。在网络自制剧的众多的传播主体中尤以纯商业视频网站、传统媒体开办的网络电视和门户网的视频服务平台等为代表。文章接着从版权运营压力、差异化发展需求、用户需求驱动三个方面阐释了传播主体进行传播的原因。最后一个章节分析了传播主体商业性特点等为代表的特征。第三章的前半部分对于网络自制剧受众特征进行了简单分析,后一部分主要是对受众关注下的女性形象的构建塑造进行了探究。在网络自制剧的不断发展中,受众对网络自制剧的编排、制作、传播等各个方面发挥重要的决定作用。受众通过网络平台提供的多种互动方式和反馈渠道也变成了网络自制剧的主动传播者,甚至参与到了自制剧的制作层面,实现了与剧中角色的充分融合。网络自制剧的受众集传播者与受众双重身份为一身,有着与其他传播形式不同的高度复杂性。也是在受众这个特殊身份的关注下,女性形象的塑造成为了网络自制剧传作者们进行创作的重点。第四章用传播渠道策略、受众需求策略、内容生产策略和市场营销策略四个方面构建了网络自制剧的传播策略框架进行分析。通常情况下,是由视频网站平台和网站的运营商生产制作网络自制剧,在其自己的平台进行播放。在网络自制剧内容生产上应把握多元化和接地气的题、颠覆性和感性化的风格和碎片化和简单化的叙事。网络自制剧的传播渠道一般包括视频网站、传统媒体、移动终端以及线下活动。在受众需求策略上,主要分析了早期的逃避式感性满足和当下的对抗式现实指导。最后一个章节着重分析了网络自制剧的市场营销策略,从深挖大数据、为广告主量身打造网络自制剧、满足受众需求生产内容和台网联动反输播出四个方面来阐述分析。论文的最后一个部分,探究了网络自制剧在整个传播环境中所遇到的、以及自身出现的各种问题,比如网络自制剧的制作团队原始创作能力比较低,剧集的内容同质化现象严重、剧作粗制滥造,质量不高以及广告制作粗糙,植入泛滥、监管审查机制不健全等。根据存在的这些问题,提出了相应的创新路径,即注重原创,提高作品质量,加强团队建设;科学且合理的安排广告的植入与播放,不以广告植入这一条渠道作为唯一的盈利渠道;加强网络环境的监管力度和监管范围,健全并不断完善升级视频行业及整个市场的竞争机制等。网络与电视剧的关联度越来越高,传统影视剧也开始把视频网站播放平台当做新战场,而且热门题材网络自制剧的热播和网站会员、付费制度的推行,使网络自制剧开拓出了新的发展渠道和发展空间,在盈利方面,也让视频网站的运营商大大受益。网络视频运营商和创作者们应不断探索尝试,创新突破,使网络自制剧让受众受益,让行业受益,成为一个健康持续发展的大众文化产业。
[Abstract]:In this new era of rapid development of society, the new media and traditional media network presents a fusion of new situation of harmonious development. In a common development of the multimedia communication environment, the network made drama as a manifestation of the new film art came into being. Although the overall environment between the various media get along on, but there is fierce competition between the major video sites, law of survival of the fittest, the video site operators also use your head, to stand firmly in the fierce competition, and started a development strategy formulated on hand, seek long-term development in many strategic video sites. Video website operators to develop, the development strategy of differentiation has become a priority among priorities, based on this strategy, network drama creation become the video site choice, website Operators began to stretch the fist in homemade fields. Some college students Changchun in 2000 film directed a short film called "color, this short video became China's network drama development precedent, the network made drama development has showing a blowout state, after ten years of development, the quality of network homemade drama production overall, although the level of uneven in quality, reputation is good or bad, but the network made drama influence in the video industry and Internet industry should not be underestimated. Nowadays, television TV content industry in the form of homogenization phenomenon is serious, lack of innovation consciousness and innovation ability. The network made drama novel material, made a bold innovation in practice, inherited the successful experience of traditional TV marketing etc. at the same time, also joined the timeliness and innovation, the network made drama have been launched. But in high quality works The key period of development, the network made drama also exist many problems to be solved and the bottleneck of development, which will require network operators and video creators continue to try, a good way to find a solution to the problem of feasible, develop one of their own can be sustained and stable development. Firstly, the concept of a bright road for the network drama made a simple analysis of the traditional generalization, the course of development of network drama reviews introduced.2009 to 2013, China's network drama formed a certain scale and gradually expanding, more and more works have been on the line, with its unique style attracted the attention of many viewers.2014 has made network drama showing blowout outbreak trend, drama has a new breakthrough in play and influence on network homemade homemade play video network. Site build important areas of content differentiation, web site operators have invested heavily in the construction of the layout of the market heavily, 2016. In the second chapter, firstly analyzes the main network homemade drama spread. The spread of the main drama homemade network many especially YISHION commercial video website, the traditional media launched Internet TV and video service portal as the representative of the platform. Then from the copyright operation pressure, the differences of development demand, three reasons to explain the spread of the main transmission drive user demand. The last chapter analyzes the propagation characteristics of main commercial characteristics as the representative. In the third chapter, the first part of the network characteristics of the self-made drama audience simple analysis, after a part is to build the image of women to explore the audience. The continuous development of the network made the play, the audience on the network made drama The layout, production, play a decisive role in the spread of important aspects. Various interactive ways of the audience through the network platform for the channel has become active communication network homemade drama, and even participate in the level of home-made drama production, to achieve full integration with the characters. The network made drama audience in communication and the audience double identity, with a high degree of complexity is different from other forms of communication. Also in the special status of the audience attention, shaping the image of women has become the focus of the creation of the network made drama pass. In the fourth chapter, the authors use the communication channel strategy, audience demand strategy, the four aspects of production strategy marketing strategy and constructs the framework on the communication strategy of network drama. Typically, is produced by the network homemade video website platform and website operators production Play, play on its own platform. In the network homemade drama content production should grasp the diversification and the down to earth, subversive and emotional style and fragmentation and simple narration. Network drama channels generally include video website, traditional media, mobile terminals and offline activities. The audience needs strategy, mainly analyzes the realistic guiding early escapism emotional satisfaction and the adversary. The last chapter focuses on the analysis of the marketing strategy of network self-made drama, from the deep big data for advertisers, tailored to meet the needs of the audience of network drama, production and broadcast network linkage output four aspects of the analysis. The last part of the thesis, explores the network self-made drama encountered in the whole communication environment, and various problems arise, such as network drama production team The original creation ability is relatively low, the content of a series of serious homogenization phenomenon, the quality is not high and crudely made plays, advertising into rough, flooding, regulatory review mechanism is not perfect. According to these problems, put forward the corresponding innovation path, namely on originality, improve the quality of the work, strengthen the team construction; scientific and reasonable arrange the ad placement and play, not to the advertising channel as the only profitable channels; strengthen the network environment supervision and supervision, improve and constantly improve the competition mechanism to upgrade the video industry and the whole market. Network and TV association degree more and more high, the traditional TV drama began to video website broadcast platform as a new battlefield, but also a hot topic network homemade dramas and members of the site, pay the implementation of the system, the network made drama to open up new channels of development As well as the development space and profit, the operators of video websites will benefit greatly. The operators and creators of the video network should continue to explore and try to create breakthroughs, so that the network homemade drama will benefit the audiences and benefit the industry, and become a healthy and sustainable development of the mass culture industry.

【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J905

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