文化产品的生产与传播创新

Production Innovation and Communication Innovation of Cultural Product

文章首先考察了文化生产的目标,即捍卫意识形态、实现视听人数最大化与收益最大化三个目标或者其中一个目标。然后将生产创新划分为内容创新、形式创新和技术创新三个不可分割的部分。内容创新是文化产品创新的核心,而形式创新和技术创新则服务于内容创新,并实现内容的增值。接着论述了文化产品传播的创新,其中包括了方式创新与渠道创新两方面。在渠道创新方面,应尽可能地利用网络效应、明星效应和作秀,来引发对于文化产品的销售潮;合理地规划一些综合销售计划,营造成功模式,并将其复制到同类文化产品的传播中去。

This paper mainly discusses an issue about production innovation and communication channel innovation of cultural prod uct. Firstly, targets of cultural production are investigated, which consist of one or all of three parts of defending ideologies, maximizing audiovisual number and benefits. Afterwards, production innovation is divided into content innovation, formal innova - tion and technology innovation which is indivisible. Innovation is the core of cultural production innovation. Meanwhile ,formal innovation and technology innovation serve to content innovation and make content value increase. More important, specific innovation modes are interpreted. Then, communication innovation of cultural product is discussed, which is made up of method innovation and channel innovation. At last, we suggest in channel innovation that it is possible to make full use of net effect, star effect and show so that cultural product would become a ready sale and comprehensive sale plans should be marked out in reason so that successful modes are created and copied by similar cultural product communication.