在线视频与流行文化生产的“互联网化”——以网络剧《万万没想到》为例的探讨

The Online Video and Enfo E-production of Pop Culture——with Internet Drama Surprise as a Case Study

从"文化生产"的研究视角来考察2013年取得了较大商业成功的网络剧《万万没想到》,可以见出,今天的文化产业创新发展要以"互联网化"应对受众构成、趣味和观看场景等综合变迁作出调适,才能取得市场成功。这个调适过程包括三个维度:首先体现为"专业"对"业余"吸纳并形成"参与性"生产机制;其次是在整个生产和营销过程中对互联网传播规律给予充分的考虑;最后是对传统影视表达成规的突破,以及对当下我国充满戏谑之"网络文化"元素的吸纳。

Judging Surprise, the commercially successful Internet drama in 2013 from cultural perspective, it can be seen that the innovation in culture industry should begin from the adjustment of formation, taste and the scene of addressees so as to gain success in the market. The adjustment includes three aspects, namely, the professionals＇ reception of amateurs and participatory production system, full consideration of Internet propagation rules in the process of producing and selling, the breakthrough of expression stereotypes in traditional film and television as well as the reception of teasing Internet culture at present.