网络自制节目《奇葩说》的创新因素探析

发布时间：2018-05-11 17:21

本文选题：网络自制 + 视频网站　；参考：《河南大学》2016年硕士论文

【摘要】：为了满足受众日益多元的观看需求、寻求市场差异化发展,腾讯、爱奇艺等主流视频网站开始融合资源,调整竞争战略,由高价购买热播视频资源走向内容自制之路。自制形式包括微电影、电视剧、综艺节目等多个方面,自制内容涵盖娱乐资讯、新闻、体育、财经、旅游、美食等,初步形成了稳定的内容格局。2014年被视频网站业界成为“自制元年”,纯网自制节目作为新生力量在节目数量上迎来了大爆发。但随之而来的节目质量却良莠不齐,真正具有标杆意义精品节目并不多,以博取眼球为目的低俗内容创作、同质化现象着实令人担忧。2014年11月29日,网络自制领域横空杀出一朵奇葩。由爱奇艺制作的首挡说话类真人秀《奇葩说》以破竹之势席卷整个网络,获得业内外一致好评,刷新了网络自制节目内容水准的新高度。《奇葩说》的成功突围关键在于一个“新”字,首先呈现在观众面前的是其新颖的辩论形式、独特的品牌植入模式、个性十足的奇葩选手、巧妙的主持人嘉宾组合、犀利敏锐的话题设置、突出主题的跑票机制。除了形式上的创新,《奇葩说》坚持以内容为王,时刻遵循“寻找说话达人”的定位。难能可贵的是,《奇葩说》的在娱乐的同时不忘肩负起社会责任,向受众传递正能量。本文将以《奇葩说》为研究对象,通过文献分析法对现有的国内外文献资料进行整理,结合自身的观看体验,主要从节目定位、语言风格、风格化符号和传播方式剖析《奇葩说》的创新因素,为节目的进一步发展探寻策略。另外,通过分析《奇葩说》产生和发展的媒介环境,剖析视频网站自制节目的发展现状及全媒体时代自制节目崛起的重要因素。根据现阶段网络自制节目显现出的困境进行对策研究,对于网络自制节目的未来走向,本文认为有以下三个趋势:融合资源、创新节目内容和加强用户体验。
[Abstract]:In order to meet the increasingly diverse viewing needs of the audience and seek the development of market differentiation, Tencent, iqiyi and other mainstream video websites began to integrate resources, adjust their competitive strategy, and move from buying popular video resources at high prices to making content self-made. Homemade forms include microfilms, TV dramas, variety shows, etc. Homemade content covers entertainment information, news, sports, finance, tourism, food, etc. In 2014, the video website industry became the "first year of homemade," as a new force in the number of programs in the outbreak. However, the quality of the programs has been mixed, and there are not many quality programs that are truly benchmarking. The goal of creating vulgar content for the purpose of getting the eyeball is to create vulgar content. The homogeneity phenomenon is worrisome. November 29, 2014, Network home-made field horizontal air killed a wonderful flower. The first talkative reality TV show made by iqiyi has swept the whole network with the trend of breaking bamboo and won praise both inside and outside the industry. The key to the success of the breakthrough lies in a "new" word. The first thing that appears in front of the audience is its novel form of debate and unique brand implantation model. Full personality of exotic contestants, ingenious guest host combination, sharp topic settings, highlight the theme of ticket mechanism. In addition to formal innovation, it insists on content as king and always follows the position of "looking for talkers." The rare thing is that while entertaining, it takes on social responsibility and conveys positive energy to the audience. This article will take "the wonderful flower theory" as the research object, through the literature analysis method carries on the collation to the existing domestic and foreign literature material, unifies own viewing experience, mainly from the program localization, the language style, This paper analyzes the innovative factors of the style symbol and communication mode, and explores the strategies for the further development of the program. In addition, through the analysis of the media environment of the emergence and development of "the theory of exotic flowers", this paper analyzes the present situation of the development of homemade programs on video websites and the important factors of the rise of homemade programs in the whole media era. According to the present situation of the network homemade programs, the paper studies the countermeasures. For the future trend of the network homemade programs, this paper thinks that there are three trends: merging resources, innovating the content of programs and strengthening the user experience.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222

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