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论芒市短视频《龙江锅》当代价值

发布日期:2019-06-12 15:42 代写哲学论文

  一、传播民族文化

  

  随着异质文化对我国传统文化的渗透以及少数民族年轻一代的背井离乡,当今的少数民族文化时刻面临着被消解的危险。不同于以往的城市宣传片、非遗纪录片以及电视科教片等,短视频《龙江锅》制作周期短,时效性强,制作成本较低,内容设计剧情化,文本充满趣味性等特点,一方面使其成为了传播民族文化的良好载体,另一方面也拓宽了《龙江锅》的受众层面,提高了受众对民族文化的接受度。

  

  

  

  随着移动媒介的广泛使用,人们接触媒介的时间从传统媒介的“一整块”变成了如今的随时随地。针对受众习性的变化,《龙江锅》凭借自身特性进行了灵活性的碎片化传播。在内容设置上,每一集虽只有几分钟,但剧本情节在团队精心细致的编排下“起”“承”“转”“合”联系十分紧密。在文本设计上,《龙江锅》则将具有少数民族特色的自然风光、人文景观、风俗习惯、思维方式以及语言风格置于趣味故事中,如《共岛巴寨子拆迁》中散胖、仔盖忽悠村长时所展示的傣族民居;《古树情深》中花花扮演的傣族少女揭穿仔盖偷卖“麻檬果”(芒果)……这些小细节在潜移默化中给予着观众民族文化体验。此外,通过4个月的收视数据对比,《龙江锅》的寨子题材明显比城市题材更受受众喜爱,这也显示出短视频《龙江锅》对于展现民族文化的独到之处,在获得本土受众认同的同时,也吸引着外部受众了解芒市地区的风土人情。

  

  伴随着互联网的发展,民族文化的记录与储存已经克服了时间、空间的限制,短视频《龙江锅》在此基础上,通过趣味性的叙事模式以及民族化视听语言的呈现方式使得民族文化传播更广,受众的接受度更高。政府相较自媒体拥有更多资源的利用能力,面对当地丰富的少数民族文化也不能仅仅停留在记录和储存的层面上,应当重视少数民族人民的文化感觉和文化氛围,迎合受众需求,推广和宣传符合受众多元审美的民族文化产品。

  

  二、引导价值取向

  

  20世纪60年代末,美国学者格伯纳等人提出了“涵化理论”的概念——大众传媒所传播的内容通常具有特定的价值以及意识形态倾向,身处媒介环境下的人们会受到各种内容潜移默化的影响。由于短视频行业的制作门槛较低,导致大量含有低俗内容的作品极易被生产并快速出现在各大短视频平台。面对此类现象,《龙江锅》团队的负责人吴飞涛表示:“剧本在拍摄之前会经常的修改,涉及色情、暴力我们都不拍,影响不好……”。在剧本主旨的选择上,《龙江锅》多以诚信、梦想、勤干等正能量主题为表达对象。如《两兄弟跟着大师混江湖》中,散胖与仔盖因为心高气傲,怕累怕苦,被骗成了乞丐;在《一字千金》中,散胖与爸爸游手好闲,只等拆迁的做法最终使他们倾家荡产;而在《追梦赤子心》中,导演则呼吁年轻人不要轻易放弃自己的梦想,勇于奋斗……

  

  这些视频主旨的选择不仅是社会主义核心价值观的内容体现,同时也是如今芒市在城市化、市场化、全球化影响下的社会新象。相比较在农村公益电影投放的公益广告,农村受众更容易接受情节轻松有趣并与村寨生活贴和度高的短视频。

  

  三、促进经济增长

  

  十七届五中全会提出“推动文化产业成为国民经济支柱性产业”的建议,在“十二五”时期发展的基础上,“十三五”规划进一步提出“到2020年,实现文化产业成为国民经济支柱性产业的战略目标”。芒市近几年响应国家号召,促进文化消费的措施主要在文化旅游上——新玩厂文化创意产业园、傣族古镇等各类文化小镇、傣族剪纸等非遗项目,相比文化旅游所带来的投资高、风险大、建设周期长等困难,短视频自媒体《龙江锅》通过互联网进行民族地方文化创作时避免了这些问题。在消费环节上,拥有众多粉丝的《龙江锅》在每期视频接近10万的点击率带来了收视、流量费的同时,由于视频中个性鲜明的角色所散发的个人魅力以及频繁出现的少数民族自然人文风情也引发外地观众对芒市的关注——不少观众在下方留言:“太想来芒市玩儿了”,“好想认识下仔盖、散胖、花花呀,有没有见面会呀”,“赶摆那天我遇见你这是什么歌呀”,还有甚者更说道希望龙江锅可以在年末拍个电影大片,这些观众的热情回应从侧面表明了《龙江锅》对于带动文化消费的巨大潜力。

  

  作为文化产业中的一员,《龙江锅》在促进文化消费的同时,也对本土实体经济的发展产生了积极的影响——不少企业、商家与其寻求合作,如在《酒瘾发了怎么办?》中,通过仔盖抵挡不住美酒的诱惑,在岩到砍家误喝了送给自己酒的段子让受众开心大笑的同时,也对“上品斛”酒进行了植入营销;在《外面再好也不如家乡好》中,龙江锅团队与中国移动合作,通过温情的故事对德宏本地移动卡进行了情感推广,播出当日即获得观众6.3万点击回应。除了在短视频中对商家进行“软性”宣传,《龙江锅》也在微信公众平台与德宏芒市本地商家进行了密切合作,业务合作范围涉及餐饮、酒店、汽车等众多领域。

  

  相对于电影的大制作大入投,短视频《龙江锅》不仅给予了资金上捉襟见肘的视频创作团队一个良好的范例。同时在展现民族文化风貌、引导社会价值观念取向、带动区域经济发展等方面的作用更见一斑,而当地政府在面对这样一个较为成熟的传播媒介时,则应意识到其当代价值并加以利用,以促进本土区域发展。

  I. Dissemination of national culture

  

  With the infiltration of heterogeneous culture into our traditional culture and the departure of the younger generation of ethnic minorities, today's minority cultures are at risk of being dissolved. Different from previous urban propaganda films, non-legacy documentaries and TV science videos, the short video "Longjiang Pot" has a short production cycle, strong timeliness, low production cost, content design, and texts full of fun. It has become a good carrier for spreading national culture. On the other hand, it has broadened the audience level of "Longjiang Pot" and improved the audience's acceptance of national culture.

  

  

  

  With the widespread use of mobile media, people's exposure to media has changed from a "one block" of traditional media to what it is today. In response to changes in audience habits, "Longjiang Pot" has been fragmented by its own characteristics. In the content setting, although each episode is only a few minutes, the script plot is closely related to the "starting", "contracting", "transfer" and "combining" under the careful and meticulous arrangement of the team. In the text design, "Longjiang Pot" puts the natural scenery, human landscape, customs, thinking styles and language styles with ethnic characteristics into interesting stories, such as "Demolition of Gongdao Ba Zhaizi" The Yi people's dwellings displayed by the village chief during the cover of the village; the Dai girl in the "Old Tree Love" plays the smuggling of "grass fruit" (mango)... These small details give the audience a national cultural experience in a subtle way. . In addition, through the comparison of the viewing data for 4 months, the theme of the "Longjiang Pot" is obviously more popular than the urban theme, which also shows that the short video "Longjiang Pot" is unique in showing the national culture. At the same time, the local audience also attracts external audiences to understand the customs and customs of the Mangshi area.

  

  With the development of the Internet, the recording and storage of national culture has overcome the limitations of time and space. On the basis of the short video "Longjiang Pot", the national culture is made through the interesting narrative mode and the presentation of nationalized audiovisual language. The spread is wider and the audience's acceptance is higher. Compared with the ability of the media to have more resources, the government can not only stay at the level of record and storage in the face of rich local minority culture. It should pay attention to the cultural feelings and cultural atmosphere of ethnic minority people, cater to the needs of the audience, and promote And promote national cultural products that meet the diverse aesthetics of the audience.

  

  Second, the guiding value orientation

  

  In the late 1960s, American scholars Gerberner and others proposed the concept of "accentization theory". The content spread by the mass media usually has specific values and ideological tendencies. People in the media environment will be subject to The impact of subtle content. Due to the low production threshold of the short video industry, a large number of works containing vulgar content are easily produced and quickly appear on all major video platforms. In the face of such phenomena, Wu Feitao, the person in charge of the "Longjiang Pot" team, said: "The script will be revised frequently before shooting, and we will not shoot pornography or violence, and the impact will not be good...". In the choice of the main theme of the script, "Longjiang Pot" mostly expresses the positive energy theme such as honesty, dreams and diligence. Such as "two brothers follow the masters mixed rivers and lakes", the fat and the baby cover because of the high spirits, afraid of tired and bitter, was cheated into a shackle; in "a word of gold", the fat and dad idle, just wait for the demolition In the end, they made their family go bankrupt; in the "Dream of the Dream", the director called on young people not to give up their dreams easily and dare to struggle...

  

  The choice of these video themes is not only the content of the socialist core values, but also the new social image of Mangshi under the influence of urbanization, marketization and globalization. Compared with public service advertisements placed in rural public welfare movies, rural audiences are more likely to accept short videos with simple and interesting plots and high levels of friendship with village life.

  

  Third, promote economic growth

  

  The Fifth Plenary Session of the Seventeenth Central Committee put forward the proposal of "promoting the cultural industry to become the pillar industry of the national economy". On the basis of the development during the "Twelfth Five-Year Plan" period, the "13th Five-Year Plan" further proposed that "by 2020, the realization of the cultural industry will become The strategic goal of the pillar economy of the national economy." In recent years, Mangshi responded to the national call, and the measures to promote cultural consumption are mainly in cultural tourism - new play factory cultural and creative industrial park, Yi ancient town and other cultural towns, Yi paper-cutting and other non-legacy projects, compared with cultural tourism. The problems brought by such high investment, high risk and long construction period are short. The short video avoids these problems when the media “Longjiang Pot” is used to create ethnic local culture through the Internet. In the consumer segment, the "Longjiang Pot" with many fans has a viewership rate of 100,000 in each video, which brings viewership and traffic charges, as well as the personal charm and frequent appearance of the characters in the video. The natural and cultural customs of ethnic minorities have also attracted the attention of foreign audiences to Mangshi City. Many viewers leave a message below: "I want to come to Mangshi to play." "I want to know the next cover, the fat, the flowers, whether I have met." "Yeah," "I’m going to meet you this day, what song is it?", and even more, I hope that Longjiang pot can make a blockbuster movie at the end of the year. The enthusiastic response of these audiences shows the "Longjiang Pot" from the side. Great potential for driving cultural consumption.

  

  As a member of the cultural industry, "Longjiang Pot" has a positive impact on the development of the local real economy while promoting cultural consumption - many companies and businesses seek cooperation with them, such as in the "addiction of alcohol" What should I do? In the temptation of the wine cover, I can't resist the temptation of wine. When I went to the house to make a drink, I gave the audience a happy smile, and also implanted the “Shangpinhao” wine. In the "Outside is not as good as hometown", the Longjiang pot team cooperated with China Mobile to express the emotional promotion of Dehong's local mobile card through the warmth of the story, and the audience received 63,000 click responses on the day of the broadcast. In addition to the “soft” promotion of the merchants in the short video, “Longjiang Pot” also cooperated closely with local merchants in Dehong Mang City on the WeChat public platform. The business cooperation covers many fields such as restaurants, hotels and automobiles.

  

  Compared to the big production of the film, the short video "Longjiang Pot" not only gives a good example of the video creation team that is struggling with funds. At the same time, it is more important to show the role of national culture, guide the orientation of social values, and promote regional economic development. However, local governments should be aware of their contemporary values and use them when facing such a relatively mature media. To promote the development of local areas.

  

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