中日动漫文化接受行为研究

Research in Acceptance Behavior of Japanese and Chinese Anime: Based on a Questionnaire of College Students

作为中国青年亚文化的重要组成部分,日本动漫是大学生群体关注、喜爱、消费的文化类型。从内容喜好、传播现状、文化接受、媒介选择、消费途径等方面对大学生动漫趣缘群体做问卷调查,喜爱日本动漫轻视国产作品、偏重剧情与人物设置、动漫衍生品消费理性、热衷动漫主题活动等现状值得关注。日本动漫产业链的形成有赖于产品制作精良、人才培养有序、海外传播有效,因此,提倡分众传播、转变剧情编制理念与开发动漫周边市场为国产动漫的创新发展提供进路。

As an important part of subculture for Chinese youngsters, Japanese anime is a type of culture closelyobserved, loved and consumed by college students. We do the survey on the students who are interested in animationfrom the perspectives of contents, the current situation of transmission, cultural acceptance, modes of media, and waysof consumption. When Chinese college students enjoy the Japanese anime, they prefer Japanese anime to Chineseanime. Besides, they are biased towards the plot and characters. Also, they consume animation and comic productsrationally and are fond of the related thematic activities, which all deserve our attention. The constitution of Japaneseanimation and comic chain lies in the well-made products, finely-trained anime talents and effective overseestransmission. Therefore, in order to make innovations for the development for Chinese anime, we should transmitChinese anime according to different types of audience, change the traditional anime design concept and develop themarket for anime products.