试论纪录片的“微传播”
发布时间：2018-12-05 20:14
【摘要】：近年来，中国纪录片出现了春天到来的迹象，这里的春天所指的不只是纪录片的创作，更多的是指纪录片的传播。伴随着微博、微信等新型社交媒体的出现，纪录片的“微传播”得以被关注和利用，这种传播拓宽了纪录片这类小众作品的传播渠道，同时也形成了新的传播方式，当下的“微传播”主要是指依靠微博、微信平台的信息传播，当然不排除以后会出现更多更新的“微传播”方式。本文着眼于在国内一直少人关注的纪录片传播领域，探索新型传播模式给纪录片传播带来的机遇和挑战。本文认为，，比起传统的院线、电视、视频网站传播方式，“微传播”的连接和推送两个特性将纪录片的传播带入一个新的阶段，可以实现纪录片资讯信息更加精确和有效的传播，也为纪录片如何走入普通大众提供了可能性，这个改变对纪录片传播的影响是巨大的，包括传者、受者、内容、渠道、效果在内的几个重要传播环节都发生了相应的变化。但文中关于“微传播”现实的呈现，也说明了国内纪录片产业在“微传播”理念应用和“微营销”实践方面的缺乏，同时也提醒大家，促进纪录片产业的发展，创作和传播，不可偏废其一。
[Abstract]:In recent years, Chinese documentaries have shown signs of spring, which refers not only to the creation of documentaries, but also to the dissemination of documentaries. With the emergence of new social media such as Weibo and WeChat, the "micro-communication" of documentary films has been paid close attention to and utilized. This kind of communication has widened the channels of dissemination of such minority works as documentaries, and at the same time has formed a new mode of communication. The current "microcommunication" mainly refers to the information dissemination based on Weibo and WeChat platform. Of course, there will be more updated "microcommunication" in the future. This paper focuses on the field of documentary communication, which has been paid less attention in China, and explores the opportunities and challenges that the new mode of communication brings to documentary communication. In this paper, compared with the traditional media, TV and video websites, the connection and push of "microcommunication" bring the documentary to a new stage. It can achieve more accurate and effective dissemination of documentary information, and it also provides the possibility for documentaries to enter the general public. The impact of this change on documentary dissemination is enormous, including disseminators, recipients, content, and channels. The effects of several important communication links have undergone corresponding changes. However, the presentation of the reality of "microcommunication" in this paper also illustrates the lack of the domestic documentary industry in the application of the concept of "micro-communication" and the practice of "micro-marketing". At the same time, it also reminds us to promote the development, creation and dissemination of the documentary industry. One must not be biased.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J952
本文编号：2365408
[Abstract]:In recent years, Chinese documentaries have shown signs of spring, which refers not only to the creation of documentaries, but also to the dissemination of documentaries. With the emergence of new social media such as Weibo and WeChat, the "micro-communication" of documentary films has been paid close attention to and utilized. This kind of communication has widened the channels of dissemination of such minority works as documentaries, and at the same time has formed a new mode of communication. The current "microcommunication" mainly refers to the information dissemination based on Weibo and WeChat platform. Of course, there will be more updated "microcommunication" in the future. This paper focuses on the field of documentary communication, which has been paid less attention in China, and explores the opportunities and challenges that the new mode of communication brings to documentary communication. In this paper, compared with the traditional media, TV and video websites, the connection and push of "microcommunication" bring the documentary to a new stage. It can achieve more accurate and effective dissemination of documentary information, and it also provides the possibility for documentaries to enter the general public. The impact of this change on documentary dissemination is enormous, including disseminators, recipients, content, and channels. The effects of several important communication links have undergone corresponding changes. However, the presentation of the reality of "microcommunication" in this paper also illustrates the lack of the domestic documentary industry in the application of the concept of "micro-communication" and the practice of "micro-marketing". At the same time, it also reminds us to promote the development, creation and dissemination of the documentary industry. One must not be biased.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J952
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