碎片化时代影视剧传播的短视频化转向与困局

移动网络时代用户获取信息的不断碎片化趋向,使得短视频成为近乎全民性内容传播的话语表达方式,传统媒体和传播渠道的效能及影响力正在逐步削弱。对于常规影视剧而言,短视频及其背后的互联网生态正不断影响用户的观剧偏好和审美习惯,契合当下的网生内容流行趋势,影视长剧正呈现出短视频化的传播趋向。影视剧的短视频化传播丰富了短视频平台的内容生态,也为当下一些热播影视剧拓展了新的传播渠道,但自媒体对影视剧的二次剪辑创作往往面临忽视版权等问题;同时用户钟情于通过短视频追剧往往缺乏完整的剧集观赏体验,不利于把握影视剧的整体文化价值,而影视传播的短视频化转向对影视剧创作由长剧向短剧的拓展也带来了新的创作变革。蔚然成风的短视频追剧模式对影视生态发展是威胁还是机遇,是影视创作与传播面临的重要课题。

The continuous fragmentation of users’access to information in the mobile network era has accelerated the short video to become a discourse expression of almost universal content communication.The efficiency and influence of traditional media and communication channels are gradually weakening.For conventional film and television dramas,short videos and the Internet Ecology behind them are constantly affecting users’viewing preferences and aesthetic habits,which is in line with the current popular trend of online content.Long film and television dramas are showing a short video communication trend.The short video communication of film and television dramas not only enriches the content ecology of the short video platform,but also expands new communication channels for some popular film and television dramas,but the secondary editing and creation of film and television dramas by we media often faces problems such as ignoring copyright;At the same time,users are fond of chasing drama through short video,often lack of complete drama viewing experience,which is not conducive to grasp the overall cultural value of film and television drama.The short video transformation of film and television communication has also brought new creative changes to the expansion of film and television drama creation from long drama to short drama.Whether the popular short video drama chasing mode is a threat or an opportunity to the development of film and television ecology is an important issue facing film and television creation and communication.