动画电影在网络互动语境中的文化生产过程研究--以动画电影《白蛇》为例

Research on the Cultural Production Process of Animation Film in the Context of Network Interaction—Taking the Animation Film“White Snake”as an Example

以传统文化题材为IP的动画电影在网络互动空间中成为青年群体热议的话题。本文通过田野观察法,研究动画电影《白蛇》的受众在网络空间的互动行为,总结出其网络互动的四大内容类型,并在此数据基础上建立受众在网络空间的文化再生产过程的模型,包括交谈、判断、建构三阶段,提出了当代网络媒介环境下,受众才是最终创造新文化的关键。结论部分从凯瑞的传播仪式观视角出发,解释当下自觉自发且热度不减的“国潮国风”现象,阐述此“国潮”现象中青年受众网络互动行为对形成共同体、国家认同及文化自信的作用。

The animation film with traditional cultural theme as Ip has become a hot topic among the youth groups in the interactive space on the Internet.Through field observation,this paper studies the audience’s interactive behavior in the network space of the animation film“White Snake”,and sums up the four content types of its network interaction.On the basis of this data,a model of audience’s Cultural Reproduction Process in cyberspace is established,which includes three stages of conversation,judgment and construction.Through this conclusion,we can explain the hot phenomenon of“National tide and national style”,which is spontaneous and undiminished.From the perspective of Kerry’s communication ceremony,this paper expounds the effect of the young audience’s network interaction on the formation of community,national identity and cultural self-confidence in this phenomenon.