新媒体环境下中国动画短片的现状与对策分析

发布时间：2018-03-30 10:28

本文选题：动画短片　切入点：传播技术　出处：《湖南大学》2013年硕士论文

【摘要】：长期以来，动画短片作为动画体系中最基础的部分，充当着艺术实验片的角色。伴随传播技术不断发展，大众传播模式由单向型向多元化互动型转变，受众开始呈现出碎片化的阅读倾向。动画短片以其短小精炼的特点，顺应了当代受众的浅阅读习惯与碎片化阅读时间，商业性动画短片应运而生。基于以上背景，本文从传播技术的视角出发，以新媒体环境下的中国动画短片发展问题为研究对象，将中国动画短片的发展历程归纳为三个阶段：以电影为传播媒介的发展阶段、以电视为主传播媒介的发展阶段、以网络为主传播媒介的发展阶段，其间重点阐述了将中国动画短片推向国际舞台并大放异彩的“中国动画学派”。并从作品创作、传播形态、商业价值三个方面，总结出新媒体环境下中国动画短片所呈现出的新特征：作品创作的草根性、传播形态的交互性、商业价值的独立性和依附性。根据以上新媒体环境下中国动画短片的历史与现状，进一步提出新媒体环境下中国动画短片所面临的三大困境：原创内容精品欠缺、受众范围狭小、产品营销能力不足。最后，本文结合新媒体环境下传播技术的发展状况，以创作出具有民族特色的中国优秀动画短片为诉求，提出新媒体环境下中国动画短片的发展对策：制作具有创意的高质量CG动画内容、构建适应受众观看习惯的传播渠道、提升动画短片产品营销能力。本文的创新点是从传播学的角度引入了传播技术的视角，，结合新媒体环境下动画短片所呈现出的时代特征，对中国动画短片的发展进行了较为全面、系统的研究，为中国动画短片的创新发展提供了理论指导。
[Abstract]:For a long time, as the most basic part of animation system, animation short film acts as the role of art experiment film. With the continuous development of communication technology, the mode of mass communication has changed from one-way to multi-interactive. The audience began to show a fragmented reading tendency. Animated short films with its short and refined characteristics conform to the shallow reading habits and fragmented reading time of contemporary audience. Commercial animated short films emerge as the times require. Based on the above background, this paper, from the perspective of communication technology, takes the development of Chinese animation short films under the new media environment as the research object. The development process of Chinese animation short film is divided into three stages: the development stage of film as the medium of communication, the stage of the development of the medium of communication based on television, the stage of development of the medium of communication based on network. In the meantime, the author focuses on the "Chinese Animation School", which pushes the Chinese animated short film to the international stage and makes a big splash. It also focuses on three aspects: the creation of the works, the form of dissemination, and the commercial value. This paper summarizes the new features of Chinese animated short films under the new media environment: the grass roots of the creation of works, the interactivity of communication forms, The independence and dependence of commercial value. According to the history and current situation of Chinese animation short film under the new media environment, the paper further points out three difficulties that Chinese animation short film faces under the new media environment: the lack of original content, The audience is narrow, the product marketing ability is insufficient. Finally, this article combines the development situation of the communication technology under the new media environment, in order to create the Chinese outstanding animation short film with the national characteristic as the appeal. The development countermeasures of Chinese animation short films under the new media environment are put forward: making creative CG animation content with high quality, constructing communication channels adapted to the viewing habits of the audience, and promoting the marketing ability of animation short films. The innovation of this paper is to introduce the angle of communication technology from the angle of communication, combine the era characteristic of animation short film under the new media environment, carry on relatively comprehensive and systematic research to the development of Chinese animation short film. It provides theoretical guidance for the innovation and development of Chinese animation short films.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J954

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