宫廷IP剧的传播策略研究

发布时间：2018-07-17 15:52

【摘要】：“IP”(“Intellectual Property”)即知识产权;IP剧,是指由拥有大量粉丝基数的热门“IP”改编而成的电视剧;宫廷IP剧,指关于古代宫廷题材的IP剧,也可以说是IP资源电视剧中关于宫廷题材的电视剧,本文重点以网络小说IP改编而成的宫廷题材的电视剧为研究对象。近些年来,由新兴“IP”改编的电视剧深受欢迎,十分火爆;大量由网络小说改编的宫廷IP剧更是轮番上映,甚至出现“霸屏”现象,宫廷IP剧取得了巨大的成功。成功必然有成功的缘由,成功当然有值得借鉴之处。通过研究发现,它们取得成功的关键就是其传播策略的成功。本文运用传播学、社会学、叙事学、大众文化、媒介营销管理学等理论对宫廷IP剧的艺术文本,即宫廷IP的构建与内容生产以及表达宫廷文化的视听语言进行研究,同时又深入研究了其媒介营销传播策略,找到了宫廷IP剧最有效的传播策略,进而更深层次地探究宫廷IP剧取得成功的缘由和规律,以便为宫廷IP剧和其他IP剧的可持续发展,为优化和繁荣电视剧剧场带来良好的启迪和借鉴。本论文分为五个部分。第一部分为绪论。主要阐述本论文选题依据、研究价值及现状、研究方法以及创新点。第二部分宫廷IP剧概述部分,相关概念的界定、宫廷IP剧的发展历程、宫廷IP剧生存的时代语境及政策环境。第三部分宫廷IP剧传播基础之艺术文本打造策略。包括宫廷IP的构建与内容生产、表达宫廷文化的视听语言。宫廷IP的构建与内容生产中的策略有:选择宫廷IP题材,建构宫廷IP结构,优化宫廷IP内容。表达宫廷文化的视听语言策略有:唯美的宫廷画面,明星演员加盟,独具匠心且符合剧情的服化道,打造宫廷音乐。第四部分基于社交媒体平台的宫廷IP剧的媒介营销传播策略。包括整合传播策略、交互传播策略、多次传播策略。第五部分宫廷IP剧传播策略中的问题和对策。
[Abstract]:"IP" (intellectual property) refers to a TV drama adapted from a popular "IP" with a large following base; a court IP drama refers to an IP drama on the subject of an ancient court. It can also be said that IP resources TV series about court drama, this paper focuses on the network novel IP adapted from the court drama as the object of study. In recent years, the TV series adapted from the new "IP" is very popular, and a large number of court IP dramas adapted from network novels are shown in turn, and even appear "overt screen" phenomenon. Court IP drama has achieved great success. Success must have its cause, and success is certainly worth learning from. It is found that the key to their success is the success of their communication strategies. Based on the theories of communication, sociology, narratology, mass culture and media marketing management, this paper studies the art text of court IP drama, that is, the construction and content production of court IP, as well as the audiovisual language to express court culture. At the same time, it deeply studies its media marketing and communication strategy, finds out the most effective communication strategy of court IP drama, and then probes into the reasons and rules of the success of court IP drama at a deeper level, in order to promote the sustainable development of court IP drama and other IP drama. For the optimization and prosperity of drama theater to bring good inspiration and reference. This paper is divided into five parts. The first part is the introduction. This paper mainly describes the basis of the topic, research value and current situation, research methods and innovative points. The second part is the summary of court IP drama, the definition of related concepts, the development of court IP drama, the times context and policy environment of court IP drama survival. The third part of the court IP drama communication basis of the art text creation strategy. Including the construction of court IP and content production, the expression of court culture audiovisual language. The strategies in the construction and content production of court IP are as follows: select court IP theme, construct court IP structure and optimize court IP content. The audiovisual language strategies to express court culture are: beautiful court screen, star actors join, original and consistent with the plot of the way, create court music. The fourth part is the media marketing strategy of court IP drama based on social media platform. Including integrated communication strategies, interactive communication strategies, multiple communication strategies. The fifth part is about the problems and countermeasures in the spreading strategy of court IP drama.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;J905

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