微电影的生产与传播机制研究

发布时间：2018-06-15 02:47

本文选题：微电影 + 生产机制　；参考：《西南大学》2013年硕士论文

【摘要】：随着数字技术的深入发展,人类的传播活动进入“微时代”。“微时代”的来临以微博的出现作为最初发端,由微电影的显化掀起了新一轮的高潮,它们所带来的不仅是互联网的新形态,也是媒体传播的新格局,它们聚合每一个微小的个体,由“微信息”而“微交流”,共同推动人类文明的“微革命”。在新媒体迅速发展的今天,互联网已经成为大众特别是年轻受众群体传播和接收信息的首选媒介,并潜移默化地影响着大众的社会生活方式。“微文化”大行其道,在碎片化的生存语境下产生了与之相适应的影视消费新形式,即微电影。微电影是在web3.0时代兴起的一种传统电影与网络视频短片相结合的衍生物,专门运用在各种新媒体平台上播放,具有微时长、微投资、微制作周期的特点,适合在移动与短时休闲状态下观看。微电影作为一种通俗文化,以参与性、互动性的特质消弭了传统影视艺术的神秘性、权威性、中心化,成为一种去中心化、去权威性的个性化影像表达载体,具有商业、娱乐、文化、艺术等多重功能与价值。微电影的盛行不仅使过去曲高和寡的单向度艺术回归到了真正具有互动和体验特点的、人人皆可参与的“草根秀时代”,更加贴近普通大众,还被广泛运用在商业宣传等活动中,成为各大网站与企业进行品牌推广与活动营销的新产品。随着微电影的迅速发展,有更多的人参与到微电影的制作和传播过程中来,新一轮的微电影制作与传播热潮已经掀起。在此情况下,本文运用文献研究法、案例分析法和对比分析法梳理总结微电影的定义与发展现状,分析研究微电影的生产与传播机制,对微电影产业的发展具有一定的现实意义与价值。本文首先梳理总结了微电影相关著述与文献资料,通过分析与电影短片、网络电影、新媒体电影之间的联系与区别,以及与传统电影、网络视频短片的对比分析,从微电影的定义、类型、特征入手尝试对微电影进行界定,并对微电影产生与发展的影响因素、发展现状进行全面的梳理,形成本文论述的基础。其次,生产与传播是微电影产业化发展的两大基本问题,本文以2010年至2012年网易、新浪、腾讯、搜狐四大门户网站以及优酷、土豆、爱奇艺这三大视频网站上所推出的具有代表性的微电影为主要研究对象,对微电影的主题、类型、叙事,和制作方、制作方式、制作成本等进行梳理分析,反观微电影从创意开发到制作的生产过程,进而总结微电影的生产模式。通过对商业类与非商业类两种不同类型的微电影案例进行分析,从微电影的传播者、传播内容、传播渠道、受众、反馈五个方面总结分析微电影的传播过程,将微电影的传播过程阐释清楚,并尝试总结微电影的传播模式,探寻其生产与传播规律。最后在批判和大众文化的双重视域下对微电影进行分析,并从其生产与传播过程的分析中探讨微电影发展存在的问题,如过度商业化、内容创意不足等,进而提出相应发展对策。笔者认为,微电影的出现与迅速发展是一种必然的趋势,微电影相对简单的创意开发——制作——上传网络的生产过程,和其传播渠道最大化、传播效果显著的因素,吸引着大批受众和投资商参与到其生产与传播过程中,但是精英与草根、商业与艺术、迎合市场需求与文化价值需求之间要寻找一个平衡点。这样,微电影才会具有更强的生命力,才会有更加广阔的发展前景,并逐渐形成以制作端——营销端——播映端——衍生产品开发为产业链的规模化发展。
[Abstract]:With the development of digital technology, human communication activities have entered the "micro era". The advent of the "micro era" is the initial start of the micro-blog. The emergence of the micro film has set off a new round of high tide. They are not only a new form of the Internet, but also a new pattern of media transmission. They are aggregated in every tiny way. Individuals, from "micro information" and "Micro Communication", jointly promote the "micro revolution" of human civilization. In today's rapid development of new media, the Internet has become the preferred medium for the public, especially the young audience, to spread and receive information, and imperceptibly influences the social life style of the public. In the fragmented existence context, a new form of film and television consumption is produced, which is a new form of film and television consumption. Micro film is a derivative of the combination of traditional films and network video clips in the Web3.0 era. It is specially used on various new media platforms and has the characteristics of micro time, micro investment and micro production cycle. It is suitable for movement. As a popular culture, micro film, as a popular culture, with participatory and interactive characteristics, has eliminated the mystery, authority and centralization of traditional film and television art. It has become a central, authoritative and individualized image expression carrier, which has the multiple functions and values of Commerce, entertainment, culture and art. It not only makes the past high and small unidirectional art return to the real interactive and experiential features, the "grass root show era", which everyone can participate in, is more close to the general public, and is also widely used in commercial publicity activities, and has become a new product for the promotion and marketing of the major websites and enterprises. With the rapid development, more and more people are involved in the process of making and spreading microfilms. A new round of micro film production and dissemination has been upsurge. In this case, this paper uses literature research, case analysis and comparative analysis to summarize the definition and development status of micro films, and analyzes the production and dissemination of micro films. The mechanism has certain practical significance and value for the development of micro film industry.
This article first combs and summarizes the related writings and literature of micro film, through the analysis of the connection and difference between film and film, network film, new media film, and the contrast analysis with traditional film, network video short film, from the definition, type, feature of micro film to the micro film from the definition of micro film, and the production of micro film. The development factors and development status are comprehensively sorted out, forming the basis of this article.
Secondly, production and communication are the two basic problems in the development of micro film industrialization. This article is based on the representative micro films on the three major video websites of NetEase, Sina, Tencent, Sohu, Sohu, and Youku, potato, Iqiyi, and the theme, type, narrative, and system of the microfilm. In this paper, the production mode and production cost are analyzed, and the production process of micro film from creative development to production is reviewed, and then the production mode of micro film is summarized. Through the analysis of two different types of micro film cases of commercial and non commercial categories, the five films are disseminator, communication content, communication channel, audience and feedback. It summarizes and analyzes the transmission process of micro film, interprets the transmission process of micro films clearly, and tries to sum up the propagation mode of micro film and explore the law of its production and communication.
In the end, we analyze the micro film under the dual view of criticism and mass culture, and discuss the problems of the development of micro film from the analysis of its production and communication process, such as excessive commercialization, lack of content creativity and so on, and then put forward the corresponding development countermeasures.
The author believes that the emergence and rapid development of micro films is an inevitable trend, and the relatively simple creative development of micro films - production - the production process of uploading network, the maximization of its communication channels and the significant effect of the transmission effect, attract a large number of audiences and investors to participate in the process of production and dissemination, but the elite and the grass The root, the business and the art should look for a balance between the market demand and the cultural value demand. In this way, the micro film will have a stronger vitality, and will have a more broad prospects for development, and gradually form the production end - the marketing end - the expansion of the derivative product development as the industrial chain.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;J905

【参考文献】