【摘要】：近年來，中國紀(jì)錄片出現(xiàn)了春天到來的跡象，這里的春天所指的不只是紀(jì)錄片的創(chuàng)作，更多的是指紀(jì)錄片的傳播。伴隨著微博、微信等新型社交媒體的出現(xiàn)，紀(jì)錄片的“微傳播”得以被關(guān)注和利用，這種傳播拓寬了紀(jì)錄片這類小眾作品的傳播渠道，同時(shí)也形成了新的傳播方式，當(dāng)下的“微傳播”主要是指依靠微博、微信平臺(tái)的信息傳播，當(dāng)然不排除以后會(huì)出現(xiàn)更多更新的“微傳播”方式。本文著眼于在國內(nèi)一直少人關(guān)注的紀(jì)錄片傳播領(lǐng)域，探索新型傳播模式給紀(jì)錄片傳播帶來的機(jī)遇和挑戰(zhàn)。本文認(rèn)為，，比起傳統(tǒng)的院線、電視、視頻網(wǎng)站傳播方式，“微傳播”的連接和推送兩個(gè)特性將紀(jì)錄片的傳播帶入一個(gè)新的階段，可以實(shí)現(xiàn)紀(jì)錄片資訊信息更加精確和有效的傳播，也為紀(jì)錄片如何走入普通大眾提供了可能性，這個(gè)改變對(duì)紀(jì)錄片傳播的影響是巨大的，包括傳者、受者、內(nèi)容、渠道、效果在內(nèi)的幾個(gè)重要傳播環(huán)節(jié)都發(fā)生了相應(yīng)的變化。但文中關(guān)于“微傳播”現(xiàn)實(shí)的呈現(xiàn)，也說明了國內(nèi)紀(jì)錄片產(chǎn)業(yè)在“微傳播”理念應(yīng)用和“微營銷”實(shí)踐方面的缺乏，同時(shí)也提醒大家，促進(jìn)紀(jì)錄片產(chǎn)業(yè)的發(fā)展，創(chuàng)作和傳播，不可偏廢其一。
[Abstract]:In recent years, Chinese documentaries have shown signs of spring, which refers not only to the creation of documentaries, but also to the dissemination of documentaries. With the emergence of new social media such as Weibo and WeChat, the "micro-communication" of documentary films has been paid close attention to and utilized. This kind of communication has widened the channels of dissemination of such minority works as documentaries, and at the same time has formed a new mode of communication. The current "microcommunication" mainly refers to the information dissemination based on Weibo and WeChat platform. Of course, there will be more updated "microcommunication" in the future. This paper focuses on the field of documentary communication, which has been paid less attention in China, and explores the opportunities and challenges that the new mode of communication brings to documentary communication. In this paper, compared with the traditional media, TV and video websites, the connection and push of "microcommunication" bring the documentary to a new stage. It can achieve more accurate and effective dissemination of documentary information, and it also provides the possibility for documentaries to enter the general public. The impact of this change on documentary dissemination is enormous, including disseminators, recipients, content, and channels. The effects of several important communication links have undergone corresponding changes. However, the presentation of the reality of "microcommunication" in this paper also illustrates the lack of the domestic documentary industry in the application of the concept of "micro-communication" and the practice of "micro-marketing". At the same time, it also reminds us to promote the development, creation and dissemination of the documentary industry. One must not be biased.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J952

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本文編號(hào)：2365408