论国内动漫业的精英化内容需求与大众化形式消费

On Elitist Content Demand and Mass Consumption in Domestic Animation Industry

在＂内容至上＂理念指导下,国内动漫的发展战略也由追求规模数量偏向注重质量效益。然而在受众精英化内容需求的影响下,国内动漫又形成了说教的倾向,忽视了动漫的产业属性,消弱了国内动漫的竞争力。受众精英化内容需求与大众化形式消费的互动对国内动漫产业化、类型化具有重要意义。精英化内容需求具有净化大众化形式消费、决定大众化消费的情感态度、制约模式化的功能,大众化形式消费能够对精英化内容需求进行个性化演绎与产业化改造。

Under the guidance of the ＂content first＂concept,the development strategy of domestic animation has been also shifted from the pursuit of quantity and scale to the emphasis on quality and efficiency.However,driven by the demand of the audience＇s elitist content,domestic animation has formed a trend of preaching,neglecting the industrial property of animation,and thus weakening the competitiveness of domestic animation. It is of great significance for the industrialization and categorization of domestic animation to combine the audience＇s demand for elitist content with the form of mass consumption. The demand for elitist content has the function of purifying the popular form of consumption,influencing the consumer＇s emotional attitude,and restricting the patternization. The popularized form of consumption can personalize the demand for elitist content and transform it into an industrialized one.