新媒体时代主旋律电影与受众间的建构与解构关系

The Constructing and Deconstructing Relationship between Theme Movies and Audiences in the New Media Era

新媒体环境下,主旋律电影与受众间的关系受意识形态、资本市场、媒介技术的影响而发生诸多显著变化。一方面,主旋律电影在新的传播环境下,借助新的传播理念和媒介技术,从主体性和群体性两方面继续加强对受众的积极建构;另一方面,社会价值的多元化导向和信息来源的多样化方式使得受众群体对主旋律电影的解读呈现差异化特征,一定程度上反作用于主旋律电影的建构过程。传受双方试图在试探、协商、妥协的互动关系中建立新的共生模式,寻求新的创新之路。

In the new media environment,the relationship between the theme movie and the audience is affected by ideology,capital market and media technology,and has undergone many significant changes.On the one hand,in the new communication environment,theme movies continue to strengthen the positive construction of the audience from the two aspects of subjectivity and group with the help of new communication concepts and media technology;On the other hand,the diversity of social value and the richness of information resources enable the audience to grasp the initiative of decoding the theme movie at certain level,and reversely affect the construction process of the theme film through the way of differential interpretation.The two sides try to establish a new symbiotic model and seek a new way of innovation in the interactive relationship of exploration,negotiation and compromise.