新媒体语境下商业动画美学的重构

Commercial animation film aesthetics reconstruction under the emerging media perspective

随着时代的发展,商业动画美学的内涵及受众审美都发生了很大的变化。从商业动画美学的特定内涵出发,对其实践性为特征的美学基础进行解析,提出在新媒体语境下商业动画美学的研究应关注受众群体分化、美学类型重构以及研究方法的变革。从接受美学视角,探讨了当代动画受众的审美情趣和审美体验等诉求倾向,尤其是新兴媒体技术所带来的商业动画接受美学的时代嬗变。

The content and audience taste on commercial animation aesthetics have undergone great changes with the development of times and technology. This paper analyzes the aesthetic foundation from the practical perspective on commercial animation aesthetics,and proposes that commercial animation aesthetic research should focus on audience differentiation,remodeling aesthetic type,and the proper use of statistical methods in the context of emerging media communications. From the perspective of reception aesthetics,the paper discusses the aesthetic experiences and aesthetic appeal tendency of the contemporary animation audience,in particular,the changes of commercial animation reception aesthetics brought by new media technologies.