传播游戏理论视域下的竖屏短剧研究--以爱奇艺视频《导演对我下手了》为例

Research on Vertical Screen Short Plays From the Perspective of Communication Game Theory--Taking IQIYI Video“The Director Started on Me”as an Example

随着智能终端的不断普及和进化,竖屏短剧基于自身独特的沉浸式以及良好的交互性体验优势,为微剧的热潮提供了新的视角和方法,成为生活于“垂直世界”中的受众“玩转”手机屏幕的“游戏场”。文章引用斯蒂芬森所提出的传播游戏理论,对爱奇艺视频推出的竖屏短剧《导演对我下手了》的传播游戏策略和创作技巧进行分析,并给出其在移动互联时代的困境和突破的可能性解答。

With the continuous popularization and evolution of intelligent terminals,based on its unique immersion and good interactive experience advantages,vertical screen short plays provide a new perspective and method for the upsurge of micro dramas,and become a“game ground”for audiences living in the“vertical world”to“play around”the mobile screen.Based on the communication game theory put forward by Stephenson,this paper analyzes the communication game strategy and creative skills of the vertical screen short play“The Director Started on Me”launched by IQIYI video,and gives its dilemma and possible solutions in the era of mobile Internet.