“网络剧场”的内容生产、文化传播与工业美学探索

Content Production,Cultural Communication and Industrial Aesthetics Exploration of“Online Theater”

“网络剧场”的出现是近年来影视行业的重要现象。网络平台以剧场冠名播映网络剧集,进行类型化、品牌化和连续性经营。这些作品注重题材、风格、类型的延续性,注重采用陌生化策略讲述具有猎奇性的故事、追求精品化、充分发挥想象力与创意力来编故事。这些剧场主打青少年“网生代”受众市场,注重游戏文化、恋爱文化、逗趣文化等青年主流文化或亚文化的传播,力求满足青年受众符号消费、奇观消费、“想象力消费”等诉求。“网络剧场”的工业美学探索和品牌化战略主要体现为:注重类型化生产,联合制作出品,尊重粉丝经济与粉丝市场,进行品牌化运营与网络化营销;自觉采用议程设置与树立品牌的方式打造品牌与IP;具有成本可控性,较高的用户反馈性、品牌效应和自我愈合力。

The emergence of“online theater”is an important phenomenon in the film and television industry in recent years.Network platforms broadcast web series with theatrical titles and operate with the characteristic of genre,branding and continuity.These works focus on the continuity of theme,style and genre,the use of defamiliarization strategies in storytelling,the pursuit of quality,and the full play of imagination and creativity in the storytelling.These theatres focus on the young“internet generation”market,in particular the dissemination of mainstream youth culture or subculture such as game culture,love culture and amusing culture,aiming to meet the demands of young audiences for symbolic consumption,spectacle consumption and“imaginative consumption”.The industrial aesthetic exploration and branding strategy of“online theatre”are mainly reflected in the following:genre-based production,co-production and production,respect for the fan economy and fan market,branding and online marketing,the branding and IP constructed by consciously adopting agenda-setting and brand-building approach,cost-controllability,high user feedback,brand effect,and self-healing power.