本文關(guān)鍵詞：論主旋律影視的“主流化”傳播策略　出處：《新聞界》2017年08期 　論文類型：期刊論文

  更多相關(guān)文章： 消費視域 主旋律影視 主流化傳播

【摘要】：消費視域下,傳統(tǒng)主旋律影視的主流化傳播力和主流價值觀影響力正逐漸式微,面臨著制作模式化、傳播碎片化、市場邊緣化的危機,但這種危機的出現(xiàn)并未泯滅主旋律影視主流化傳播的可能。2016-2017年,主旋律電視劇《人民的名義》、主旋律電影《湄公河行動》、主旋律紀錄片《長征》均在市場與口碑上取得良好成績,印證了主旋律影視在大眾消費文化盛行的今天仍具有主流化的傳播力和影響力,其關(guān)鍵在于如何進行內(nèi)容創(chuàng)作與有效傳播。本文將從政治邏輯,藝術(shù)邏輯和市場邏輯三個基本維度出發(fā),分析主旋律影視的政治意識話語表達、藝術(shù)思想價值塑造以及傳播過程中對市場癢點、痛點與興奮點的把握,力求全面分析在消費視域下主旋律影視的主流化傳播策略。
[Abstract]:From the perspective of consumption, the mainstream power and the influence of the mainstream values of the traditional theme film and television are gradually declining, facing the crisis of production model, communication fragmentation and market marginalization. But the emergence of this crisis did not eliminate the main theme film and television mainstream dissemination of the possibility of .2016-2017, the main TV drama "people's name", the theme film "Mekong River Action". The main melody documentary "long March" has made good achievements in the market and word of mouth, which confirms that the theme film still has the mainstream power and influence in the popular consumer culture. The key lies in how to create content and spread effectively. This paper will analyze the political consciousness discourse expression of the main theme film and television from the three basic dimensions of political logic, artistic logic and market logic. In order to fully analyze the mainstream communication strategy of the main theme film and television in the field of consumption, the value of artistic thought and the grasp of market itching point, pain point and excitatory point in the process of spreading art thought are molded.
【作者單位】： 重慶工商大學文學與新聞學院;中國新聞史學會傳媒教育基地;
【基金】：重慶市社會科學規(guī)劃項目委托項目“媒體融合背景下新型主流媒體構(gòu)建研究”(2016WT14)
【分類號】：G206;J943
【正文快照】： 主旋律影視劇是指反映社會主義核心價值觀,體現(xiàn)主流意識形態(tài),弘揚人文精神的藝術(shù)作品。作為一種特殊的文化商品,主旋律影視劇在長期的內(nèi)容生產(chǎn)與傳播過程中受政治因素影響較大,但進入大眾消費時代,公眾主體意識和選擇性不斷增強,對主旋律作品的要求也日益增多。要實現(xiàn)主旋律作，

本文編號：1428335