消费文化语境中的历史剧传播策略——以《恰同学少年》为例

Transmission Strategies of History Dramas in the Context of Profit Culture:Taking an Example of IN OUR YOUTH

2007年《恰同学少年》在央视播出以后,影响巨大,创造了很好的社会效益与经济效益。它的成功主要得益于该剧对消费文化背景下影视剧市场的准确把握,以及对历史剧的解读创新:即创新视角,伟人题材异质化;融入时尚元素,经典话语大众化;多渠道传播,传播效果最大化。

Since the broadcasting of the TV series IN OUR YOUTH in CCTV in 2007, it has produced huge effect in society and also brought large profit in economy. Its success lies in the deep understanding of the teleplay market and the history dramas at the background of profit culture. Firstly, it analyses the great man from a special and new angle of view. Secondly, it adds some fashionable elements which make it so popular. Thirdly, it is broadcast by many ways so it produces the best results.