商业性短视频在网络趣缘社群中的应用研究

发布时间：2018-02-12 04:43

本文关键词： 商业性短视频趣缘社群审美构建技术应用传播应用　出处：《长春工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网对传播领域的冲击带来了新的行业模式。短视频以其信息量丰富、带入能力强、艺术含量高、文化价值显著等特点成为商业传播的新宠。因网络传播的趣缘性而形成的网络趣缘社群自然成为了商业性短视频投放的新阵地。在这样的背景下,如何以科学合理的方式创作商业性短视频作品,成为了从业者最基础的课题。本文从多个角度出发,细致分析各因素之间的融合规律,系统阐述商业性短视频在其应用中的特点,多层次多维度的展现创作商业性短视频过程中应遵循的规律。文章围绕商业性短视频在网络趣缘社群中的应用方式进行解读。首先阐明了商业性短视频与网络趣缘社群的定义、特点以及交互方式,其次对依托网络趣缘社群传播的商业性短视频的审美维度与价值构建分三个部分进行阐述:“后现代主义”破除了宏大叙事的壁垒,商业性短视频应该在对文化内涵的多元展现中,体现其对话语权的捍卫和坚守;应注重以符号的感知、情感表述、文化升华的递进关系对商业性短视频的“符号美学”进行建构;从现代历史新精神、艺术商品化、“精致文化”的三个角度对“大众文化理论”的影视文化景观重构进行引领。在商业性短视频的技术应用中,应该以五个维度进行创作,分别是光及其延展、二维的平面空间、三维的立体空间、四维的运动空间,以及声音维度。而在商业性短视频的审美应用方面,应从文化核心、价值共信、消费信赖、融合共生四个方面对中心结构进行重建;以运营凝聚用户、效益核心、系列延续、多元扩展构建四种方式进行优势IP的建立;并利用网络平台的互通性,以及线上线下协同的方式,进行商业性短视频在趣缘社区的协同运用。
[Abstract]:The impact of the Internet on the field of communication has brought a new industry model. A short video with its abundant information, strong ability to art, high content, characteristics of cultural values become significant commercial communication force. Due to the formation of interest related dissemination of network and the network community interest margin will naturally become the new position of commercial short video delivery in this context, how to scientific and rational way of creating commercial short video works, has become the most basic subject. In this paper, practitioners from multiple angles, a detailed analysis of fusion rules of different factors between the system characteristics of the business of short video in its application, should follow the multi-level dimensions creation of commercial short video process. Commercial short video interpretation in the network application mode of interest in the community around the edge of the article. Firstly explains the commercial short video and Internet interest related group The definition, characteristics and interaction, secondly aesthetic dimension and value of commercial short video relying on Internet interest related community spread construction is divided into three parts: "postmodernism" get rid of the grand narrative of the barriers, commercial short video should show the diverse connotation of culture, embodies its discourse the right to defend and uphold; should pay attention to the expression of emotion in symbolic perception, cultural sublimation of the progressive relationship of commercial short video "Symbol Aesthetics" construction; from the new spirit of modern history, art commercialization, "three aspects of refined culture" film culture landscape reconstruction of "mass culture" theory of take the lead. In the application of commercial short video, should be created in five dimensions, respectively, is light and its extension, the two-dimensional plane space, three-dimensional space, motion space between voice and four. In the commercial dimension. A short video of the aesthetic application, from the core culture, the value of total credit, consumer trust, the amalgamation of the four aspects of reconstruction of the structure; to gather user operations, core benefits, the establishment of multiple expansion series continues, four ways of constructing of advantages of IP; and the use of network interoperability the platform, as well as online and offline cooperative mode, commercial short video in the collaborative use of interest related communities.

【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J905

【相似文献】