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2014年暑期,弹幕电影在国内市场横空出世,引起强烈反响后却又销声匿迹。相比之下,各大视频和音频网站则大力强化其弹幕功能并获得可观效益。本文以挖掘电影弹幕的应用价值为目的,首先总结了电影弹幕的形式和内容;接着,融合麦克卢汉媒介观和基于互联网的媒介观,提出Web2.0时代媒介包含三个层面——个体层、环境层和社会层,并据此剖析了电影弹幕的媒介本质和媒介效用;最后,结合移动互联网时代的场景思维和拉动式供应链理论,从消费和生产两个视角论述了电影弹幕的应用前景。
In the summer of 2014, the Barrage movie was born in the domestic market, causing a strong reaction but disappeared. In contrast, major video and audio sites have greatly enhanced their barrage function and obtain considerable benefits. This dissertation aims at mining the application value of movie barrage. Firstly, it summarizes the form and content of movie barrage. Then, by integrating McLuhan’s media view and Internet-based media view, this paper proposes that Web2.0 era media contains three levels: Individual layer, environment layer and social layer, and then analyzes the media essence and media utility of movie barrage.Finally, combining the scenario thinking and pulling supply chain theory of mobile Internet era, this article discusses the movie from the perspective of consumption and production Barrage application prospects.