【摘要】：伴隨著互聯(lián)網(wǎng)技術(shù)的不斷成熟,我們逐步進入新媒體時代,受眾對視聽藝術(shù)的享受愈來愈多樣化和精準化,這對視頻網(wǎng)站的發(fā)展提出了更高的要求,視頻網(wǎng)站的競爭也越來越激烈,不論是來自對受眾的競爭還是對廣告主的競爭,都對其提出了更高的要求。在此背景下,網(wǎng)絡(luò)自制劇應(yīng)運而生。作為互聯(lián)網(wǎng)競爭形態(tài)下的新生事物,網(wǎng)絡(luò)自制劇的發(fā)展仍處于探索階段,沒有形成完善的產(chǎn)業(yè)鏈條,很多方面亟需探究。本文將網(wǎng)絡(luò)自制劇作為研究對象,在新媒體的大環(huán)境下,對其發(fā)展和傳播策略進行論述。文章首先理清了網(wǎng)絡(luò)自制劇的概念界定,并對其進行分類,歸納其特征。第二章是對網(wǎng)絡(luò)自制劇和視頻網(wǎng)站的發(fā)展做一個以時間節(jié)點為基準的闡述,結(jié)合視頻網(wǎng)站的代表作品進行特征概括,總結(jié)網(wǎng)絡(luò)自制劇的整體發(fā)展態(tài)勢。第三章是從定位、觀看模式、廣告等方面深入解析網(wǎng)絡(luò)自制劇的傳播策略,并提出更多的發(fā)展策略。第五章將針對異軍突起的草根自制劇《太子妃升職記》進行個案分析,分析其文本、演員、臺詞及宣傳策略,提出對其他劇發(fā)展的良策。最后一章將針對網(wǎng)絡(luò)自制劇存在的問題進行探討,并提出相應(yīng)的解決措施,展望網(wǎng)絡(luò)自制劇的發(fā)展前景。
[Abstract]:With the continuous maturity of Internet technology, we gradually enter the new media era, audience to enjoy the audio-visual art more and more diversified and accurate, which put forward a higher demand for the development of video websites. The competition of video websites is becoming more and more fierce, both from the competition to the audience and the competition to the advertisers, all put forward higher requirements to it. In this context, network self-production came into being. As a new thing in the form of Internet competition, the development of network self-production is still in the exploration stage, without forming a perfect industrial chain, and many aspects need to be explored. This paper discusses the development and communication strategy of network self-production under the environment of new media. This paper first clarifies the definition of network self-production, classifies it and induces its characteristics. The second chapter is the development of the network self-production and video site to do a time node as the basis of the elaboration, combined with the representative works of the video site to summarize the characteristics of the overall development situation of the network self-production. The third chapter analyzes the communication strategy of network self-production from the aspects of orientation, viewing mode and advertisement, and puts forward more development strategies. In the fifth chapter, the author analyzes the text, actors, lines and propaganda strategies of the emergent grassroots drama "Prince Princess's Promotion", and puts forward some good strategies for the development of other dramas. In the last chapter, the problems existing in the network self-production are discussed, and the corresponding solutions are put forward, and the development prospect of the network self-production is prospected.
【學(xué)位授予單位】：中國青年政治學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：G206

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