网络微电影的泛娱乐化传播及其治理

发布时间：2018-07-02 10:48

本文选题：网络微电影 + 泛娱乐化　；参考：《河北大学》2013年硕士论文

【摘要】：网络微电影作为一种新兴的传媒传播方式，，其迅速的扩张与蔓延伴随着高度的娱乐化进程，这既是受到商品经济迅速发展、商业资本广泛介入、现代传媒产业整合的影响，又是西方消费主义及媒介消费主义思潮广泛作用及受众娱乐需求过度膨胀的结果。网络微电影泛娱乐化的过程为其吸收了数量庞大的受众，创造了巨大的商业利益和广告效应，同时也暴露出了许多的社会副作用与弊端，误导了社会价值观，也放纵了受众的低级趣味与猎奇心理，并且严重受制于广告资本，而过度追求商业利益的趋势也日益突出。网络微电影的这一泛娱乐化过程，与其他现代传媒相似，但这一过程也具有其代表性与独特性：其经历了与其他传媒相似的泛娱乐异化过程，由商业化—→快餐化—→泛娱乐化，但是发展速度却更为迅速，从兴起到异化仅三年时间，而其泛娱乐化的特点也更加显著，传播内容的庸俗化、媚俗化、低俗化表征极端突出。因此，网络微电影作为现代传媒走向泛娱乐化的代表性范本，具有深刻的发掘及解读意义。本文力图通过着重梳理我国网络微电影泛娱乐化发展过程中与之相关的传播学与社会学理论，借用并演绎美国媒体文化批评家尼尔波兹曼在《娱乐至死》中的观点，来解读网络微电影泛娱乐化的代表性现象，并随之全面分析导致其泛娱乐化传播的原因，以爱奇艺微电影风云榜为解读标本，找出当前网络风靡微电影的共性：即“星”、“腥”、“性”的特点，刻意迎合受众低俗化需求的特质，运用理论研究与实证研究相结合的方式，将其带入到传播学受众需求理论和消费主义理论视域中进行研究，同时结合我国独特的“草根”社会伦理与文化管制结构，从强化政府监管、严格审查制度、推行品牌创建、加强媒介责任四个方面对我国网络微电影泛娱乐化的治理提出建议，以求探寻出一条我国网络微电影良性发展之路。
[Abstract]:As a new way of media communication, the rapid expansion and spread of network microfilm is accompanied by a high degree of entertainment, which is influenced by the rapid development of commodity economy, the extensive involvement of commercial capital and the integration of modern media industry. It is also the result of the extensive effect of western consumerism and media consumerism and the excessive expansion of audience's entertainment demand. The process of network micro-film entertainment has absorbed a large number of audiences, created huge commercial benefits and advertising effects, at the same time exposed a lot of social side effects and disadvantages, misled social values. It also indulges the audience's vulgar taste and curiosity psychology, and is seriously restricted by advertising capital, and the tendency of excessive pursuit of commercial interests is increasingly prominent. This pan-entertainment process of network microfilm is similar to other modern media, but this process also has its representativeness and uniqueness: it has experienced the process of pan-entertainment alienation similar to other media. From commercialization to fast food to entertainment, but the speed of development is more rapid, from rising to dissimilation only three years, and its characteristics of pan-entertainment is more prominent, the content of communication vulgarization, vulgarization, Vulgarization is extremely prominent. Therefore, as a representative model of modern media towards pan-entertainment, network micro-film has profound significance of excavation and interpretation. This paper tries to use and deduce the viewpoint of Neal Pozman, a critic of American media culture, in Entertainment to death by combing the theories of communication and sociology related to the development of Pan-entertainment in China's network micro-movies. To interpret the representative phenomenon of the network micro-film pan-entertainment, and then comprehensively analyze the reasons leading to the spread of pan-entertainment, taking the iqiyi micro-film list as the interpretation specimen, to find out the common features of the current micro-movies: "Star". The characteristics of "fishy" and "sex" deliberately cater to the vulgarization needs of the audience and bring them into the field of communication theory of audience demand and consumerism theory by combining theoretical research with empirical research. At the same time, combined with the unique "grassroots" social ethics and cultural control structure of our country, from the four aspects of strengthening government supervision, strict censorship system, promoting brand building, strengthening media responsibility, this paper puts forward some suggestions on the governance of pan-entertainment of China's network micro-film. In order to explore a path to the benign development of China's network micro-film.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905

【参考文献】