电影口碑传播中的分化和整合

发布时间：2018-09-07 15:56

【摘要】：分化与整合是数字网络媒体时代电影口碑传播发展的双重逻辑,两者缺一不可。只有分化没有整合会导致发展失序;只有整合没有分化则会失去发展动力。数字网络媒体为我国电影口碑传播发展带来了强大的分化动力,导致了电影口碑传播的全面分化,主要包括功能分化、角色分化和关系分化。这些分化具有促进电影口碑传播发展的正面影响,同样也存在负面作用。如果没有有效措施规避这些负面作用,就会危害我国电影业的整体发展。要保持电影口碑传播系统的良性发展,必须通过品牌整合、营销整合和交往整合等路径进行有效整合,充分发挥电影观众参与电影生产的主体作用,建构电影口碑传播系统发展的均衡机制。
[Abstract]:Differentiation and integration are the dual logic of the development of film word-of-mouth communication in the era of digital network media, both of which are indispensable. Only differentiation without integration will lead to disorder of development, and only integration without differentiation will lose development power. Digital network media has brought strong differentiation power to the development of film word-of-mouth communication in China, which leads to the overall differentiation of film word-of-mouth communication, including functional differentiation, role differentiation and relationship differentiation. These differentiation has the positive influence which promotes the movie word of mouth dissemination development, also has the negative effect. If there are no effective measures to avoid these negative effects, it will endanger the overall development of China's film industry. In order to keep the sound development of film word-of-mouth communication system, we must integrate effectively through brand integration, marketing integration and communication integration, and give full play to the main role of film audience in film production. To construct a balanced mechanism for the development of film word-of-mouth communication system.
【作者单位】：江西财经大学人文学院;
【基金】：江西省“十二五”社会科学规划研究项目“突发性群体事件中的谣言传播与影响研究”(13XW01)
【分类号】：J943

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