国产动画生产和传播中若干问题的辨析

发布时间：2018-05-22 15:53

本文选题：国产动画 + 生产　；参考：《山东师范大学》2010年硕士论文

【摘要】： 作为创意产业的典型代表,动漫业被认为是现代社会的“无烟工业”、21世纪的朝阳产业。在美日、西欧等发达国家,动漫业是非常重要的支柱产业之一,每年市场总量都在数百亿乃至数千亿美元之上。我国动画业近几年在国家和政府的大力推动下,正在进入一个快速发展的时期。然而,由于我国动画产业化起步晚,市场发展不成熟,所以无论在经济规模和文化影响上都在竞争中处于劣势地位,具体体现就是在生产和传播的过程中呈现出各种各样的问题,主要问题就是创意如何和产业结合,动漫作品如何和产业结合,文化如何和产业结合等等,本文将针对这些问题展开具体而深入的分析。全文以国产动画在生产和传播中存在的问题为核心,分为三章。绪论部分介绍了当前国产动画的现状和问题,并提出了本文的研究方法和现实意义。第一章以国外成熟的动画创作和生产流程为文本,选取了2008年一部成功的影院动画片《功夫熊猫》,从前期的创意策划、中期制作和整体的营销手段等方面对其进行分析,并结合了其他案例,试图找到现代动画生产和传播的一般特点,为下文的研究提供参考。第二章是本文的主体部分,从提出问题的角度,以动画生产的整个流程为纬,深入细致剖析了当前国产动画在生产和传播中的问题。其中包括艺术创意不足,体现在动画选题和故事的编写上缺乏想象力和创造力,还有一些动画作品过分追求技术上的精湛而忽略了对内涵的把握。在动画产业流程上,主要问题就是“缺环断链”,在生产阶段的产业化运作基本上是一片空白,缺少前期的市场调研和策划,在动画传播阶段播出渠道不畅通,交易平台良莠不齐,衍生产品市场开发不力。由此导致的后果就是动画业经济效益低微以及文化影响力不足。第三章是从解决绝提问题的角度来构建整个传播体系。分别从动画产业、动画人才和动画市场三个方面分别进行阐述,但中间也有内容的交叉,以求梳理出一条国产动画进入良性发展的道路。结语部分是对国产动画未来发展的展望和期待。一直以来,我们所认为的建立动画产业运作的起点是从动画片的播出开始的,其实,从动画片的创意、策划开始,就应该对动画片有一个全局性的把握。实际上,制约国产动画发展的不是单独的技术、资金,也不是人才、市场,而是整个传播体系,传播体系的缺陷是制约国产动画发展的根本原因,而整个传播体系既包括了动画本体内容的产业化生产,也包含着包括产业、政策、人才、市场的良性互动。本文的创新之处在于首次提出了动画传播体系的概念,并提出了动画生产阶段的产业化理念以及产业化运作,以期对于国内动画产业对症下药。本文采用传播学、艺术学、传媒经济学的基本理论,运用个案研究、比较分析、实地调查、访谈的方法来进行研究,力争完成一部具有现实指导意义的学术论文。
[Abstract]:As a typical representative of the creative industry , animation industry is regarded as the " smokeless industry " of modern society and the sunrise industry in the 21st century . In the developed countries such as the United States and Western Europe , animation industry is one of the very important pillar industries . In recent years , China ' s animation industry is entering a period of rapid development .

In this paper , the problems existing in the production and transmission of domestic animation are the core , which is divided into three chapters . The introduction part introduces the present situation and problems of domestic animation , and puts forward the research methods and practical significance of this paper .

In the first chapter , based on the mature animation creation and production process in foreign countries , this paper analyzes the successful movie cartoon in 2008 from the aspects of creative planning , medium - term production and overall marketing methods , and combines other cases , trying to find the general characteristics of modern animation production and transmission , and provide a reference for the following research .

The second chapter is the main part of this paper . From the point of view of the problem , the whole process of animation production is taken as weft , and the problems of the current domestic animation in the production and transmission are analyzed deeply . The main problems in the process of animation industry are the lack of imagination and creativity , the lack of imagination and creativity in the production stage .

In chapter 3 , the whole communication system is constructed from three aspects of animation industry , animation talent and animation market .

The conclusion part is the prospect and expectation of the future development of domestic animation .

Since the beginning of animation industry , the starting point of animation industry is the beginning of animation industry . In fact , it is not only technology , fund or talent , but also the whole communication system , which restricts the development of domestic animation . The innovation of this paper is to put forward the concept of animation transmission system for the first time , and put forward the industrialization idea and industrialization operation of animation production stage , with a view to the domestic animation industry .

Based on the basic theory of communication , art and media economics , this paper studies the methods of case study , comparative analysis , field investigation and interview , and tries to complete a scientific paper with practical significance .
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J954

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