發(fā)布時間：2018-07-02 10:48

  本文選題：網(wǎng)絡(luò)微電影 + 泛娛樂化��； 參考：《河北大學(xué)》2013年碩士論文

【摘要】：網(wǎng)絡(luò)微電影作為一種新興的傳媒傳播方式，，其迅速的擴張與蔓延伴隨著高度的娛樂化進(jìn)程，這既是受到商品經(jīng)濟迅速發(fā)展、商業(yè)資本廣泛介入、現(xiàn)代傳媒產(chǎn)業(yè)整合的影響，又是西方消費主義及媒介消費主義思潮廣泛作用及受眾娛樂需求過度膨脹的結(jié)果。網(wǎng)絡(luò)微電影泛娛樂化的過程為其吸收了數(shù)量龐大的受眾，創(chuàng)造了巨大的商業(yè)利益和廣告效應(yīng)，同時也暴露出了許多的社會副作用與弊端，誤導(dǎo)了社會價值觀，也放縱了受眾的低級趣味與獵奇心理，并且嚴(yán)重受制于廣告資本，而過度追求商業(yè)利益的趨勢也日益突出。 網(wǎng)絡(luò)微電影的這一泛娛樂化過程，與其他現(xiàn)代傳媒相似，但這一過程也具有其代表性與獨特性：其經(jīng)歷了與其他傳媒相似的泛娛樂異化過程，由商業(yè)化—→快餐化—→泛娛樂化，但是發(fā)展速度卻更為迅速，從興起到異化僅三年時間，而其泛娛樂化的特點也更加顯著，傳播內(nèi)容的庸俗化、媚俗化、低俗化表征極端突出。因此，網(wǎng)絡(luò)微電影作為現(xiàn)代傳媒走向泛娛樂化的代表性范本，具有深刻的發(fā)掘及解讀意義。 本文力圖通過著重梳理我國網(wǎng)絡(luò)微電影泛娛樂化發(fā)展過程中與之相關(guān)的傳播學(xué)與社會學(xué)理論，借用并演繹美國媒體文化批評家尼爾波茲曼在《娛樂至死》中的觀點，來解讀網(wǎng)絡(luò)微電影泛娛樂化的代表性現(xiàn)象，并隨之全面分析導(dǎo)致其泛娛樂化傳播的原因，以愛奇藝微電影風(fēng)云榜為解讀標(biāo)本，找出當(dāng)前網(wǎng)絡(luò)風(fēng)靡微電影的共性：即“星”、“腥”、“性”的特點，刻意迎合受眾低俗化需求的特質(zhì)，運用理論研究與實證研究相結(jié)合的方式，將其帶入到傳播學(xué)受眾需求理論和消費主義理論視域中進(jìn)行研究，同時結(jié)合我國獨特的“草根”社會倫理與文化管制結(jié)構(gòu)，從強化政府監(jiān)管、嚴(yán)格審查制度、推行品牌創(chuàng)建、加強媒介責(zé)任四個方面對我國網(wǎng)絡(luò)微電影泛娛樂化的治理提出建議，以求探尋出一條我國網(wǎng)絡(luò)微電影良性發(fā)展之路。
[Abstract]:As a new way of media communication, the rapid expansion and spread of network microfilm is accompanied by a high degree of entertainment, which is influenced by the rapid development of commodity economy, the extensive involvement of commercial capital and the integration of modern media industry. It is also the result of the extensive effect of western consumerism and media consumerism and the excessive expansion of audience's entertainment demand. The process of network micro-film entertainment has absorbed a large number of audiences, created huge commercial benefits and advertising effects, at the same time exposed a lot of social side effects and disadvantages, misled social values. It also indulges the audience's vulgar taste and curiosity psychology, and is seriously restricted by advertising capital, and the tendency of excessive pursuit of commercial interests is increasingly prominent. This pan-entertainment process of network microfilm is similar to other modern media, but this process also has its representativeness and uniqueness: it has experienced the process of pan-entertainment alienation similar to other media. From commercialization to fast food to entertainment, but the speed of development is more rapid, from rising to dissimilation only three years, and its characteristics of pan-entertainment is more prominent, the content of communication vulgarization, vulgarization, Vulgarization is extremely prominent. Therefore, as a representative model of modern media towards pan-entertainment, network micro-film has profound significance of excavation and interpretation. This paper tries to use and deduce the viewpoint of Neal Pozman, a critic of American media culture, in Entertainment to death by combing the theories of communication and sociology related to the development of Pan-entertainment in China's network micro-movies. To interpret the representative phenomenon of the network micro-film pan-entertainment, and then comprehensively analyze the reasons leading to the spread of pan-entertainment, taking the iqiyi micro-film list as the interpretation specimen, to find out the common features of the current micro-movies: "Star". The characteristics of "fishy" and "sex" deliberately cater to the vulgarization needs of the audience and bring them into the field of communication theory of audience demand and consumerism theory by combining theoretical research with empirical research. At the same time, combined with the unique "grassroots" social ethics and cultural control structure of our country, from the four aspects of strengthening government supervision, strict censorship system, promoting brand building, strengthening media responsibility, this paper puts forward some suggestions on the governance of pan-entertainment of China's network micro-film. In order to explore a path to the benign development of China's network micro-film.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J905

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