网络自制剧发展与传播策略研究
发布时间：2018-08-12 11:59
【摘要】：伴随着互联网技术的不断成熟,我们逐步进入新媒体时代,受众对视听艺术的享受愈来愈多样化和精准化,这对视频网站的发展提出了更高的要求,视频网站的竞争也越来越激烈,不论是来自对受众的竞争还是对广告主的竞争,都对其提出了更高的要求。在此背景下,网络自制剧应运而生。作为互联网竞争形态下的新生事物,网络自制剧的发展仍处于探索阶段,没有形成完善的产业链条,很多方面亟需探究。本文将网络自制剧作为研究对象,在新媒体的大环境下,对其发展和传播策略进行论述。文章首先理清了网络自制剧的概念界定,并对其进行分类,归纳其特征。第二章是对网络自制剧和视频网站的发展做一个以时间节点为基准的阐述,结合视频网站的代表作品进行特征概括,总结网络自制剧的整体发展态势。第三章是从定位、观看模式、广告等方面深入解析网络自制剧的传播策略,并提出更多的发展策略。第五章将针对异军突起的草根自制剧《太子妃升职记》进行个案分析,分析其文本、演员、台词及宣传策略,提出对其他剧发展的良策。最后一章将针对网络自制剧存在的问题进行探讨,并提出相应的解决措施,展望网络自制剧的发展前景。
[Abstract]:With the continuous maturity of Internet technology, we gradually enter the new media era, audience to enjoy the audio-visual art more and more diversified and accurate, which put forward a higher demand for the development of video websites. The competition of video websites is becoming more and more fierce, both from the competition to the audience and the competition to the advertisers, all put forward higher requirements to it. In this context, network self-production came into being. As a new thing in the form of Internet competition, the development of network self-production is still in the exploration stage, without forming a perfect industrial chain, and many aspects need to be explored. This paper discusses the development and communication strategy of network self-production under the environment of new media. This paper first clarifies the definition of network self-production, classifies it and induces its characteristics. The second chapter is the development of the network self-production and video site to do a time node as the basis of the elaboration, combined with the representative works of the video site to summarize the characteristics of the overall development situation of the network self-production. The third chapter analyzes the communication strategy of network self-production from the aspects of orientation, viewing mode and advertisement, and puts forward more development strategies. In the fifth chapter, the author analyzes the text, actors, lines and propaganda strategies of the emergent grassroots drama "Prince Princess's Promotion", and puts forward some good strategies for the development of other dramas. In the last chapter, the problems existing in the network self-production are discussed, and the corresponding solutions are put forward, and the development prospect of the network self-production is prospected.
【学位授予单位】：中国青年政治学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206
本文编号：2178992
[Abstract]:With the continuous maturity of Internet technology, we gradually enter the new media era, audience to enjoy the audio-visual art more and more diversified and accurate, which put forward a higher demand for the development of video websites. The competition of video websites is becoming more and more fierce, both from the competition to the audience and the competition to the advertisers, all put forward higher requirements to it. In this context, network self-production came into being. As a new thing in the form of Internet competition, the development of network self-production is still in the exploration stage, without forming a perfect industrial chain, and many aspects need to be explored. This paper discusses the development and communication strategy of network self-production under the environment of new media. This paper first clarifies the definition of network self-production, classifies it and induces its characteristics. The second chapter is the development of the network self-production and video site to do a time node as the basis of the elaboration, combined with the representative works of the video site to summarize the characteristics of the overall development situation of the network self-production. The third chapter analyzes the communication strategy of network self-production from the aspects of orientation, viewing mode and advertisement, and puts forward more development strategies. In the fifth chapter, the author analyzes the text, actors, lines and propaganda strategies of the emergent grassroots drama "Prince Princess's Promotion", and puts forward some good strategies for the development of other dramas. In the last chapter, the problems existing in the network self-production are discussed, and the corresponding solutions are put forward, and the development prospect of the network self-production is prospected.
【学位授予单位】：中国青年政治学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206
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