新媒体语境下中国动画电影传播研究

发布时间：2018-01-30 15:37

本文关键词： 新媒体动画电影动画产业传播环境传播策略产业链　出处：《安徽工程大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国现代动画电影产业起步晚、起点低,动画电影创作和产业链运营上远没有美国、日本成熟。动画电影行业内部存在盲目追求经济利益、忽视作品原创性的问题,这些都对国产动画电影的长远发展产生了十分不利的影响。研究新媒体语境下中国动画电影传播,是中国动画电影发展的必然需求,也是时代留给中国动画电影行业的重要的课题。当前中国动画电影产业的发展缺乏理论层面的研究,亟需系统的理论层面的指导。本文从中国动画电影创作传播的现状入手,分析眼下中国动画电影产业发展中的问题,并对存在的问题提出针对性的建议。首先,从新媒体语境下中国动画电影传播环境入手,比较分析了新的传播背景下国产动画电影传播环境的改变。具体从动画电影制作主体、消费市场、传播媒介和传播效果几个方面阐述新媒体时代中国动画电影传播环境的发展变化。然后着眼于新媒体语境下中国动画电影传播中存在的问题,从国产动画电影自身的制作和市场定位、相关知识产权的保护、产业链的发展、动画电影创作人才的培养这几个方面具体论述中国动画电影产业发展中存在的问题。再通过比较《十万个冷笑话》和《魁拔》这两部在制作和票房上具有代表性的国产动画电影,分析典型个案中传播策略的应用。统计分析2008-2015年国内上映的动画电影的票房数据和变化特点,对新媒体语境下中国动画电影的传播效果加以分析研究。从中国动画电影票房和所占比重的变化,在数据上对中国动画电影发展中存在的问题和应对策略加以分析讨论。最后重点论述新媒体时代中国动画电影的发展对策,对中国动画电影存在的市场、渠道、品牌、产业链、人才这些方面的问题分别提出对应的改进策略。新媒体语境下,中国动画电影的发展迎来了前所未有的机遇和挑战。要完成新媒体语境下中国动画电影产业的复兴,必须要立足传统根基,打造动画电影民族品牌;拓宽传播渠道,发掘动画电影市场潜力;开发动画电影周边产业,开发围绕动画电影的完整产业链;培养高素质人才,为原创动画电影提供人力资源支撑。
[Abstract]:China's modern animation film industry started late, the starting point is low, animation film creation and industrial chain operation is far from the United States, Japan mature. Animation film industry within the blind pursuit of economic interests. Ignoring the originality of the works, these have a very negative impact on the long-term development of domestic animated films. It is an inevitable demand for the development of Chinese animation films to study the spread of Chinese animation films in the context of new media. It is also an important subject left by the times to the Chinese animation film industry. At present, the development of the Chinese animation film industry lacks theoretical research. This paper starts with the current situation of animation film creation and communication in China, analyzes the current problems in the development of Chinese animation film industry, and puts forward targeted suggestions to the existing problems. From the new media context in the context of Chinese animation film communication environment, comparative analysis of the new communication background of domestic animation film communication environment changes. Specifically from the animation film production main body, consumer market. This paper expounds the development and changes of the Chinese animation film communication environment in the new media era, and then focuses on the problems existing in the Chinese animation film communication in the new media context. From the domestic animation film production and market positioning, the protection of relevant intellectual property rights, the development of the industrial chain. This paper discusses the problems existing in the development of Chinese animation film industry from the aspects of the cultivation of talent for animation film creation. Then, by comparing the two films, they are representative in production and box office. The Chinese animated film. This paper analyzes the application of communication strategy in typical cases. Statistics and analyses the box office data and changing characteristics of animated films released in China from 2008 to 2015. This paper analyzes the communication effect of Chinese animation film in the context of new media. From the change of box office and proportion of Chinese animation film. In the data of the development of Chinese animation film problems and strategies to be analyzed and discussed. Finally, focus on the new media era of the development of Chinese animation film countermeasures, the existence of Chinese animation film market, channels. Brand, industry chain, talent, these aspects of the corresponding improvement strategies. New media context. The development of Chinese animation film has ushered in unprecedented opportunities and challenges. In order to complete the revival of Chinese animation film industry in the context of new media, it is necessary to establish the national brand of animation film based on the traditional foundation. Broaden the channel of communication, explore the potential of animation film market; The development of animation film peripheral industries, the development of animation film around the integrity of the industrial chain; Cultivate high-quality talent, for original animation film to provide human resources support.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J954

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