微电影创意性研究
发布时间：2018-11-05 06:47
【摘要】：作为网络传播的新宠儿，微电影的传播具有得天独厚的优势，人们对微电影的选择、下载、观看、浏览等习惯都呈现于各大视频网站，数据信息更易于制作商掌控。在数据信息飞速发展的大数据时代，微电影作为网络传播领域的新产物，它所建立的是传播者与消费者之间的一座新的桥梁与沟通方式。长久以来创意一词一直被众多行业提及，它们都渴望好的创意能改变自身的行业命运，最多被提及的是在广告创意领域。如今，对于微电影行业来说，，创意更是其主心骨，亟待提升的微电影创意能力，不仅对微电影行业自身发展有所裨益，在提升人们精神文化生活，给观众带来丰富视觉、情感体验方面仍有很大的研究空间。 微电影经历了2012年的蓬勃后，在2013年对市场方面进行了更多的探索。媒介传播方式的开放性与互动性塑造了受众需求的多样性与差异性，在这种多样性与差异性的影响下，微电影市场若要形成一个良好的、成熟的运行机制还需更多的实践。在信息传播速度迅速膨胀的大数据时代，微博在当年甚至都濒临沦落到博客的地步，移动终端的兴起对这些媒介传播方式进行了不断淘汰、革新。本文通过对当下有关微电影发展现状、创作环境及有关研究资料的整合，尝试概括出创意性微电影的共性，总结我国微电影发展的创意问题并提出有关对策。微电影拍摄的创意性研究，不仅对“大数据时代”背景下微电影的良好发展有重要价值，更是对人们在物质形态的需要到精神层面的需要的满足，从具体的需要到抽象的需要上的基础上，对微电影这种媒介传播,在影响人们选择生活价值形态上提出了更高标准和社会责任感。 本文以创意学为主要学科背景,综合传播学、社会学、广告学等学科理论,通过文献研究、个案分析、比较分析的方法对微电影创意实现进行探究。共分为四章，第一章绪论，包含选题目的和意义、研究现状和存在的问题以及研究框架和研究方法；第二章全面介绍了大数据时代背景下，大数据对微电影行业的影响以及可以带来的新契机。第三章从创意微电影的原创求异性、创新开拓性和思维转换性三个方面对微电影进行了共性分析，并选取《One Step Forward》、《调音师》、《镜子》等个案进行深入对比分析，详细分析其创意技巧与可供参考的思维模式。第四章在总结前面论述的情况下，提出微电影创意实现的回归性视角、差异化视角与传统中叛逆等三种对策方向。 本文的创新点：运用赖声川的“创意金字塔”理论，结合微电影实例，从“创意源泉”的角度去分析微电影创意思路及创意的表达方法。
[Abstract]:As a new favorite of network communication, the spread of micro-film has unique advantages. People choose, download, watch, browse and other habits appear in the major video sites, data and information is easier for producers to control. In the era of big data, with the rapid development of data and information, microfilm, as a new product in the field of network communication, is a new bridge and communication way between communicators and consumers. The word "creative" has long been spoken of in many industries, eager for good ideas to change the fate of their own industries, most often in the field of advertising creativity. Nowadays, for the micro-film industry, creativity is its backbone. The creative ability of micro-film, which needs to be improved urgently, is not only beneficial to the development of micro-film industry itself, but also promotes people's spiritual and cultural life and brings rich vision to the audience. There is still a lot of room for research on emotional experience. After a boom in 2012, micro-film explored the market in 2013. The openness and interactivity of media communication mode have shaped the diversity and difference of audience demand. Under the influence of this diversity and difference, if the micro-film market is to form a good and mature operating mechanism, it needs more practice. In the era of big data, when the speed of information dissemination was expanding rapidly, Weibo was even on the verge of becoming a blogger. The rise of mobile terminals continuously eliminated and innovated these media communication methods. This paper attempts to generalize the generality of creative micro-film, sum up the creative problems of the development of micro-film in China and put forward some countermeasures through the integration of the current situation of micro-film development, the creation environment and the related research materials. The creative research of micro-film shooting is not only of great value to the good development of micro-film under the background of "big data era", but also to the satisfaction of the needs of people in the material form to the spiritual level. On the basis of concrete needs to abstract needs, this paper puts forward a higher standard and a sense of social responsibility in influencing people's choice of life value form. In this paper, creative science as the main discipline background, comprehensive communication, sociology, advertising and other disciplines theory, through literature research, case analysis, comparative analysis methods to explore the realization of micro-film creativity. It is divided into four chapters. The first chapter is the introduction, including the purpose and significance of the topic, the status quo of the research, the existing problems, the research framework and research methods; In the second chapter, the author introduces the influence and the new opportunity of big data on the micro-film industry under the background of big data. The third chapter analyzes the generality of micro-film from three aspects: originality, originality and transformation of thinking, and compares and analyzes the case of "One Step Forward >," tuner "," mirror ", and so on. Detailed analysis of its creative skills and for reference mode of thinking. The fourth chapter summarizes the situation discussed above, and puts forward three kinds of countermeasures: the regression angle of view, the difference angle of view and the traditional treason. The innovation of this paper: using Lai Shengchuan's theory of "creative pyramid" and combining with the example of micro-film, this paper analyzes the creative thinking and expression method of micro-film from the angle of "creative source".
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
本文编号：2311247
[Abstract]:As a new favorite of network communication, the spread of micro-film has unique advantages. People choose, download, watch, browse and other habits appear in the major video sites, data and information is easier for producers to control. In the era of big data, with the rapid development of data and information, microfilm, as a new product in the field of network communication, is a new bridge and communication way between communicators and consumers. The word "creative" has long been spoken of in many industries, eager for good ideas to change the fate of their own industries, most often in the field of advertising creativity. Nowadays, for the micro-film industry, creativity is its backbone. The creative ability of micro-film, which needs to be improved urgently, is not only beneficial to the development of micro-film industry itself, but also promotes people's spiritual and cultural life and brings rich vision to the audience. There is still a lot of room for research on emotional experience. After a boom in 2012, micro-film explored the market in 2013. The openness and interactivity of media communication mode have shaped the diversity and difference of audience demand. Under the influence of this diversity and difference, if the micro-film market is to form a good and mature operating mechanism, it needs more practice. In the era of big data, when the speed of information dissemination was expanding rapidly, Weibo was even on the verge of becoming a blogger. The rise of mobile terminals continuously eliminated and innovated these media communication methods. This paper attempts to generalize the generality of creative micro-film, sum up the creative problems of the development of micro-film in China and put forward some countermeasures through the integration of the current situation of micro-film development, the creation environment and the related research materials. The creative research of micro-film shooting is not only of great value to the good development of micro-film under the background of "big data era", but also to the satisfaction of the needs of people in the material form to the spiritual level. On the basis of concrete needs to abstract needs, this paper puts forward a higher standard and a sense of social responsibility in influencing people's choice of life value form. In this paper, creative science as the main discipline background, comprehensive communication, sociology, advertising and other disciplines theory, through literature research, case analysis, comparative analysis methods to explore the realization of micro-film creativity. It is divided into four chapters. The first chapter is the introduction, including the purpose and significance of the topic, the status quo of the research, the existing problems, the research framework and research methods; In the second chapter, the author introduces the influence and the new opportunity of big data on the micro-film industry under the background of big data. The third chapter analyzes the generality of micro-film from three aspects: originality, originality and transformation of thinking, and compares and analyzes the case of "One Step Forward >," tuner "," mirror ", and so on. Detailed analysis of its creative skills and for reference mode of thinking. The fourth chapter summarizes the situation discussed above, and puts forward three kinds of countermeasures: the regression angle of view, the difference angle of view and the traditional treason. The innovation of this paper: using Lai Shengchuan's theory of "creative pyramid" and combining with the example of micro-film, this paper analyzes the creative thinking and expression method of micro-film from the angle of "creative source".
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
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