新媒体环境下纪录片如何打造竞争优势——以系列纪录片《人生一串》为例

Taking the Series of Documentary “The Story of Chuaner” as an Example to Study on How the Documentaries to Make Competition Advantage in the New Media Environment

新兴媒体的发展给电视、电影等传统媒体带来了巨大的压力和挑战,但同时也为其创新性地发展提供了难得的机遇。新的媒体环境给纪录片提出了短视频化、纪实与商业压力并行、受众品味提升等各种挑战。纪录片如何能在这种环境下获得竞争优势,是值得媒体人深入思考和实践的问题。通过对美食纪录片《人生一串》成功经验的分析,得出其策略在于利用大流量平台、革新传播方式、加强与受众的互动交流、引发价值情感共鸣等四个方面。在此基础上,提出了纪录片可通过创新创作模式、注重人文关怀、提高观众参与度、树立品牌意识等四种途径来打造竞争优势。

New media has brought not only great pressure and challenges but also rare opportunities for traditional media such as televisions and films. The challenges include shortened videos, both requests of authenticity and commerciality, upgrading of public taste. For documentary, how to obtain competitive advantage deserves the media editors to think it over deeply and to practice.By analyzing the food documentary "The Story of Chuaner", successful experiences were found to be the usage mass flow platform,innovation of Communications approach, interaction with audiences and emotional resonance. At last, some ways about creation of competitive advantage were put forward which were innovation of creative mode, emphasizing humanistic care, improving the degree of participation of audience and setting up brand awareness.