《喜羊羊与灰太狼》透视当下中国媒介文化特征

发布时间：2018-01-20 16:51

本文关键词： 喜羊羊与灰太狼媒介文化市场经济消费社会文化工业　出处：《河北大学》2010年硕士论文　论文类型：学位论文

【摘要】： 在视觉传播主导媒介文化的今天,动画传播显示出了强大的吸引力,成为当下中国媒介文化不可或缺的组成部分。《喜羊羊与灰太狼》作为目前国内最知名、最成功的动画片,是近年来动漫领域的代表之作。本片自开播以来连续五年长播不衰,取得了高收视率,获得了无数大奖,并在开辟专卖店、图书发行、DVD发行、人偶剧表演、游戏开发等方面已远远超出了同期其他国产动画片,成为大众传播领域动画片方面的领军者。《喜羊羊与灰太狼》的成功使社会看到了国产动画的希望,大大激起了国内动漫企业发展原创产业的兴趣和信心,成为中国原创动画的一个标杆,一个里程碑,一个文化现象。《喜羊羊与灰太狼》借用并通过动画符号传播的文化现象非常值得关注,它在一定层面上反映着中国媒介文化的现状。尤其是在市场经济背景下,传媒消费主义文化过度的娱乐化、商业化、流行化,其价值导向将对整个社会文化的构建带来一定的负面影响。本文通过分析《喜羊羊与灰太狼》产生的社会背景、文化背景、媒介背景,透过其文本的生产、消费过程,揭示出当下中国传媒的部分文化特征,并引发对媒介文化建设的思考。在一定程度上符合了党的十七大报告中提出的建设国家文化软实力,构建和谐文化的要求。
[Abstract]:In the visual communication dominant media culture today, animation communication has shown a strong appeal, become an indispensable part of the current Chinese media culture. "Happy Sheep and Grey Wolf" as the most famous at present in China. The most successful animation in recent years is one of the representatives of the animation field. This film since the start of five years of continuous broadcast, has won a high ratings, won numerous awards, and in the opening of specialty stores, book distribution. DVD release, puppet shows, game development and other aspects have far exceeded other domestic animation in the same period. Become the leader in the field of mass communication animation. The success of "Happy Sheep and Grey Wolf" makes the society see the hope of domestic animation, greatly aroused the domestic animation companies to develop the original industry of interest and confidence. Become a benchmark, a milestone, a cultural phenomenon of Chinese original animation. "Happy Sheep and Grey Wolf" the cultural phenomenon borrowed and spread through animation symbols is very worthy of attention. It reflects the current situation of Chinese media culture on a certain level, especially in the background of market economy, media consumerism culture of excessive entertainment, commercialization, popularity. The value orientation will bring some negative effects to the construction of the whole social culture. This paper analyzes the social background, cultural background and media background of "Happy Sheep and Grey Wolf", through the production of its text. The consumption process reveals some of the cultural characteristics of the Chinese media at present and leads to the reflection on the construction of the media culture. To some extent, it accords with the construction of the soft power of national culture proposed in the report of the 17th National Congress of the Communist Party of China. The requirement of constructing harmonious culture.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J954

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