信息传播链视角下国产艺术电影的网络营销及其价值提升

发布时间：2018-06-18 00:16

本文选题：文化产业 + 新媒体传播　；参考：《艺术百家》2016年05期

【摘要】：艺术电影具有独特的审美价值和社会功能,但长期以来受到商业化浪潮的冲击,难以实现口碑与票房的共赢。互联网时代的新媒体传播赋予了国产艺术电影新的市场营销手段,形成艺术电影宣发过程中由"信息传递—互动交流—立体扩散"三个逐步上升的信息传递层次所组成的信息传播链。文章综合使用网络民族志研究方法中的参与观察、数据记录和内容分析法,对国产艺术电影《闯入者》和《百鸟朝凤》的宣发过程及效果进行实证研究,分析如何通过信息传播链各个环节,扩大影片的艺术影响力,以期为文化产业化时代国产艺术电影总体价值实现与价值提升提供借鉴。
[Abstract]:Art film has its unique aesthetic value and social function, but it is hard to realize the win of word of mouth and box office for a long time by the wave of commercialization. The new media communication in the Internet era has given domestic art films a new marketing means. In the process of art film publicity, the information communication chain is composed of "information transmission, interactive communication and three-dimensional diffusion", which is composed of three gradually rising levels of information transmission. Using the participating observation, data recording and content analysis in the ethnography research method, the paper makes an empirical study on the publicity process and effect of the domestic art films "intruder" and "Birds and Phoenix". This paper analyzes how to expand the artistic influence of films through each link of information communication chain in order to provide reference for the realization and promotion of the overall value of domestic art films in the era of cultural industrialization.
【作者单位】：东南大学人文学院;东南大学文化治理研究所;
【基金】：2014年度教育部人文社科规划基金项目“文化治理的机制及评价研究”(项目编号:14YJAZH038)阶段性成果中央高校基本科研业务费专向资金资助项目 “2011计划”公民道德与社会风尚协同创新中心项目(项目编号:2242016S30032)阶段性成果南京“历史文化传承与公共服务协同创新中心”研究阶段性成果之一
【分类号】：J943

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