弹幕文化传播现状与策略研究

发布时间：2018-01-16 06:07

本文关键词：弹幕文化传播现状与策略研究　出处：《山东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着互联网的兴起,网络视频业迅速崛起发展。2007年,一种源于日本ACG文化的新型视频评论形式——弹幕漂洋过海进入国内。弹幕依靠其新颖的呈现形式在“御宅族”群体中迅速风靡,并发展成为一种带有小众特点的弹幕文化。伴随着视频行业的快速发展,弹幕文化依附于部分影视作品和网络流行语的传播在专业弹幕视频网站中火热普及,在小众文化圈中的影响力逐渐提升,逐渐引起了主流文化的注意,其给予视频用户即时评论和互动交流的独特体验,使得弹幕文化在互联网中呈燎原之势流行开来。从专业的弹幕视频网站到主流视频网站平台再到电视台、电影院等传统媒体,弹幕文化在其传播中展现着磅礴的生命力。但是基于互联网传播的弹幕文化多多少少也存在着一些问题。与“草根文化”、“粉丝文化”等相似,“弹幕文化”是当下一种并无经过历史积淀的流行现象。本研究致力于探析弹幕文化的传播方式及效果,找出传播中出现的问题并剖析原因,总结出弹幕文化进一步传播的策略,力求使弹幕更好地对视频观看给予助力,可以说对网络文化及新媒体时代的文化发展多样化有着积极的参考作用。本研究首先详述了弹幕文化目前在国内的传播及发展现状,通过平台之间、媒体之间的对比分析,总结出了弹幕文化作为一种青年亚文化形式,是如何实现其传播的有机循环。重点研究了其场域特点、多中心裂变式的传播模式以及带来的“弱关系”联结。然后针对弹幕文化传播中的种种问题,从弹幕的接触及使用者这一他者视角出发,通过问卷调查与深入访谈的研究方法对他们的弹幕接触与使用习惯进行调查,对调查结果进行整合与分析,最后结合弹幕文化相关背景综合分析其传播中存在着的问题与矛盾,总结探索下一步弹幕文化传播的策略。本研究共分为五个部分:绪论部分阐述了研究背景和选题依据,并对国内外针对弹幕文化的研究现状进行梳理,总结出研究目的和研究思路及方法。第二章主要对弹幕文化的传播现状进行梳理,阐述了弹幕的概念及弹幕的分类,详述弹幕文化的发展过程以及弹幕文化的传播方式。第三章是本研究的核心章节,通过问卷调查法和深度访谈法对弹幕受众的弹幕使用以及接触情况进行调查,剖析受众的心理特征,探析受众眼中的弹幕形象及他们在弹幕的使用与接触中遇到的问题。第四章通过对比分析前两章的内容,总结并归纳弹幕文化传播中存在的问题,并分析其产生的原因。第五章结合相关理论与调查结果,针对弹幕文化发展传播过程中的问题,从优化传播主体、净化传播渠道、拓展传播环境三方面给出弹幕文化传播发展的新型策略与建议,以促进弹幕文化的和谐发展以及如何发挥出自身的产品优势,创造出更多的价值。
[Abstract]:In recent years, with the rise of the Internet, the rapid rise of the network video industry. 2007. A new form of video review originated from ACG culture in Japan, the projectile has crossed the sea and entered the country. The projectile has quickly become popular among the "Otaku" group with its novel presentation form. With the rapid development of the video industry, screen culture depends on the spread of some film works and network buzzwords in the professional project-screen video website. The influence in the minority cultural circle has gradually increased, gradually attracted the attention of the mainstream culture, which gives video users instant comments and unique experience of interactive communication. From professional projectile video website to mainstream video website platform to TV station, cinema and other traditional media. Screen culture shows great vitality in its communication. However, there are some problems in projectile culture based on Internet communication, which are similar to "grassroots culture" and "fan culture". "screen culture" is a kind of popular phenomenon which has no historical accumulation at present. This study is devoted to analyzing the spreading mode and effect of projectile culture, finding out the problems in communication and analyzing the reasons. Summarize the strategy of further spread of projectile culture, and strive to make the screen better to help the video viewing. It can be said that the network culture and the new media era of cultural development has a positive reference role. This study first details the current spread and development of screen culture in China, through the platform between. The comparative analysis between the media summed up the screen culture as a form of youth subculture how to achieve the organic circulation of its dissemination focusing on its field characteristics. The multi-center fission mode of communication and the "weak relation" connection brought about. Then, in view of the problems in the spread of projectile culture, the contact of the projectile and the other angle of view of the user are set out. Through the questionnaire and in-depth interviews of the research methods of their contact and use of screen survey, the results of the survey were integrated and analyzed. Finally, combined with the background of screen culture comprehensive analysis of its dissemination of problems and contradictions. This study is divided into five parts: the introduction part describes the research background and the basis of the topic, and combs the current research situation of the projectile culture at home and abroad. Summarize the purpose of the research and research ideas and methods. The second chapter mainly combed the spread of screen culture, elaborated the concept of projectile screen and the classification of projectile screen. The third chapter is the core chapter of this study, through the questionnaire survey and in-depth interviews to screen audience use and contact investigation. Analyze the psychological characteristics of the audience, analyze the audience in the eyes of the screen image and their use and contact in the use of the problems encountered. 4th chapter through a comparative analysis of the content of the first two chapters. Summarize and summarize the problems in the spread of screen culture, and analyze the causes. Chapter 5th combined with the relevant theory and investigation results, aiming at the problems in the process of the development of projectile culture, from the optimization of the main body of communication. In order to promote the harmonious development of projectile culture and how to give play to its own product advantages, the paper gives new strategies and suggestions for the development of projectile culture from three aspects: purifying the communication channels and expanding the communication environment. Create more value.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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