本文關(guān)鍵詞：彈幕文化傳播現(xiàn)狀與策略研究　出處：《山東師范大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 彈幕 彈幕文化 受眾 傳播策略

【摘要】：近年來,隨著互聯(lián)網(wǎng)的興起,網(wǎng)絡(luò)視頻業(yè)迅速崛起發(fā)展。2007年,一種源于日本ACG文化的新型視頻評論形式——彈幕漂洋過海進入國內(nèi)。彈幕依靠其新穎的呈現(xiàn)形式在“御宅族”群體中迅速風靡,并發(fā)展成為一種帶有小眾特點的彈幕文化。伴隨著視頻行業(yè)的快速發(fā)展,彈幕文化依附于部分影視作品和網(wǎng)絡(luò)流行語的傳播在專業(yè)彈幕視頻網(wǎng)站中火熱普及,在小眾文化圈中的影響力逐漸提升,逐漸引起了主流文化的注意,其給予視頻用戶即時評論和互動交流的獨特體驗,使得彈幕文化在互聯(lián)網(wǎng)中呈燎原之勢流行開來。從專業(yè)的彈幕視頻網(wǎng)站到主流視頻網(wǎng)站平臺再到電視臺、電影院等傳統(tǒng)媒體,彈幕文化在其傳播中展現(xiàn)著磅礴的生命力。但是基于互聯(lián)網(wǎng)傳播的彈幕文化多多少少也存在著一些問題。與“草根文化”、“粉絲文化”等相似,“彈幕文化”是當下一種并無經(jīng)過歷史積淀的流行現(xiàn)象。本研究致力于探析彈幕文化的傳播方式及效果,找出傳播中出現(xiàn)的問題并剖析原因,總結(jié)出彈幕文化進一步傳播的策略,力求使彈幕更好地對視頻觀看給予助力,可以說對網(wǎng)絡(luò)文化及新媒體時代的文化發(fā)展多樣化有著積極的參考作用。本研究首先詳述了彈幕文化目前在國內(nèi)的傳播及發(fā)展現(xiàn)狀,通過平臺之間、媒體之間的對比分析,總結(jié)出了彈幕文化作為一種青年亞文化形式,是如何實現(xiàn)其傳播的有機循環(huán)。重點研究了其場域特點、多中心裂變式的傳播模式以及帶來的“弱關(guān)系”聯(lián)結(jié)。然后針對彈幕文化傳播中的種種問題,從彈幕的接觸及使用者這一他者視角出發(fā),通過問卷調(diào)查與深入訪談的研究方法對他們的彈幕接觸與使用習慣進行調(diào)查,對調(diào)查結(jié)果進行整合與分析,最后結(jié)合彈幕文化相關(guān)背景綜合分析其傳播中存在著的問題與矛盾,總結(jié)探索下一步彈幕文化傳播的策略。本研究共分為五個部分:緒論部分闡述了研究背景和選題依據(jù),并對國內(nèi)外針對彈幕文化的研究現(xiàn)狀進行梳理,總結(jié)出研究目的和研究思路及方法。第二章主要對彈幕文化的傳播現(xiàn)狀進行梳理,闡述了彈幕的概念及彈幕的分類,詳述彈幕文化的發(fā)展過程以及彈幕文化的傳播方式。第三章是本研究的核心章節(jié),通過問卷調(diào)查法和深度訪談法對彈幕受眾的彈幕使用以及接觸情況進行調(diào)查,剖析受眾的心理特征,探析受眾眼中的彈幕形象及他們在彈幕的使用與接觸中遇到的問題。第四章通過對比分析前兩章的內(nèi)容,總結(jié)并歸納彈幕文化傳播中存在的問題,并分析其產(chǎn)生的原因。第五章結(jié)合相關(guān)理論與調(diào)查結(jié)果,針對彈幕文化發(fā)展傳播過程中的問題,從優(yōu)化傳播主體、凈化傳播渠道、拓展傳播環(huán)境三方面給出彈幕文化傳播發(fā)展的新型策略與建議,以促進彈幕文化的和諧發(fā)展以及如何發(fā)揮出自身的產(chǎn)品優(yōu)勢,創(chuàng)造出更多的價值。
[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.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206

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