圈层、分众与联合:受众视角下主旋律电影的传播路径

Layer,Demassi,fication and Integration:The Communication Path of the Domestic Theme Film from Audience’s Perspective

当下,我国主旋律电影迎来了又一次发展高峰。文章以主旋律电影回归过程中不同宣传路径下产生的受众圈层为主线,探讨分众模式对于主旋律电影传播的影响。以主动、被动、影响及批判为主要动因的四个彼此割裂的受众圈层结构,在电影、环境、舆论等因素影响下,既呈现出彼此对立与割裂的关系,又表现出一定的互动与联合。不同的受众圈层通过冲突传播、引爆传播、交互传播、批判传播的方式对主旋律电影的传播起到了极大的促进作用。明晰主旋律电影受众的内部结构特征,也是从接受的角度考察当代人的文化心理、社会基础与价值观传播的底层逻辑。

At present,China’s domestic theme film is embracing another peak of development.This paper focuses on the discussion of different means of publicity for the returning of domestic theme film and the audience layers generated in the process.Its effects on communication of theme film are also explored.This research believes there are four different audience layers:active,passiveness,influential and critical.However,the separation between different audience layers is not absolute under the influence of the film,environment,public opinion and other factors.They not only show opposition and separation from each other,but also present a certain degree of interaction and integration with each other.Different audience layers play a great role in promoting the dissemination of China’s domestic theme films by means of conflict,tipping point,interactive and critical communication.Understanding of the internal structural characteristics of the audience of China’s domestic theme film also helps to investigate the underlying logic of the cultural psychology,social foundation and value transmission of contemporary audience from the perspective of acceptance.