主旋律电影在青年群体中的流量传播与价值建构——以bilibili为中心

Traffic Communication and Value Construction of the Mainstream Films among the Young People

受疫情影响,院线市场遭遇重挫,流媒体平台成为电影行业的角力场。用户平均年龄最低的流媒体平台bilibili精准把握市场机遇和受众特征,上线了《夺冠》《狙击手》等一批主旋律电影,广受好评,口碑与流量兼得。在行业整体遇冷的当下,主旋律电影在bilibili的成功经验有迹可循、值得借鉴。青年群体的思想流变、与时俱进的艺术风格和传播链中的多要素耦合,是主旋律电影能够吸引目标受众、引起思想共鸣的主要原因。如今,主旋律电影演化出“新主流电影”等样态,在继承发展、自我革新的同时,诸多标志性元素逐渐符号化,成为群体共识,潜移默化地塑造着青年群体的身份认同与价值取向。

Due to the impact of the Covid-19 epidemic,the cinema market suffered severe setbacks.Streaming media platforms have now become the battleground of the film industry.Bilibili,the streaming media platform with the youngest users,seized the market opportunities and audience characteristics.It launched a number of main melody films such as"Leap"and"Sniper",receiving both applauses and hits.At present,the successful experience of mainstream film on bilibili has traces to follow and is worth learning from.The thought evolution of the younger generation,the up-to-date art style and the coupling of multiple elements in the communication chain are three main success factors.Nowadays,new types of mainstream films are emerging.While inheriting the characteristics of traditional films,they have come up with many iconic elements,which becomes the consensus of the young people and helps shape their identity and value orientation.