【作者】 张婷婷；

【导师】 蔡盈洲；

【作者基本信息】 江西财经大学 ， 新闻与传播， 2018， 硕士

【摘要】 文艺电影这个概念从上个世纪80年代传入中国,并且被频繁使用,然而关于文艺电影却始终没有一个明确的概念界定,而对于电影传播策略的研究也不多,文艺电影的传播策略研究也几乎没有,因而希望通过对已有理论的总结、时代背景的分析以及具体案例的研究,能使文艺电影的概念更加明确,也为文艺电影在新媒体时代的传播策略提供一些可行性的建议。新媒体时代的到来给各行各业都带来了新的机遇,尤其是影视行业,多样的传播策略、传播渠道,传播方式……为影视行业的壮大和发展带来了新的契机,尤其是近几年微信、微博和个人移动终端等的快速发展,影视的传播和营销方式也有了新的方式和渠道。而一直相对比较小众的文艺电影也在新媒体时代的浪潮中有了新的机遇,却也面临新的困境和挑战,如何在新的时代背景中找准位置、获得发展对于文艺电影来说至关重要。文艺电影在新的时代发生了一些变化,相对以往有了更多的发展空间和机会,主题和创作手法也更加多元丰富,虽然依然相对小众但也受到了更多关注和重视。电影《罗曼蒂克消亡史》具备新媒体时代文艺电影的典型特征,因而对其传播策略的分析有助于探讨新媒体时代文艺电影传播策略的共性问题所在,从而为文艺电影传播策略的改进提供可行性的建议。通过对电影《罗曼蒂克消亡史》的分析可知,文艺电影的传播策略还是存在一些问题,例如没有充分与受众互动、未能整合多种传播渠道进行传播以及档期安排不合理等。根据案例和文艺电影市场发展的情况总结文艺电影在传播方面存在的问题并制定出适应时代要求、完整并且系统的传播策略势在必行。本文试通过《罗曼蒂克消亡史》这部电影来以小见大分析文艺电影当下的传播策略,总结概括文艺电影传播存在的不足和问题并提出相应的建议,对新媒体时代文艺电影可以使用的传播策略做出总结和完善,为文艺电影突破类型限制,既有口碑也有票房,获得长远发展。更多还原

【Abstract】 Art film this concept was introduced into China since the 80 s,and is frequently used,about literature and art films,however,has not a clear definition.But for film communication strategy research,there is little communication strategy research literature and art films.I hope that through the analysis of the existing theory summary,era background and specific case study,can make more clear the concept of literature and art film,also for the movie in the era of new media communication strategy to provide some feasible Suggestions.The arrival of the new media era brings new opportunities to all walks of life,especially the film and television industry,various communication strategies,communication channels,transmission modes...The growth and development of film and television industry have brought unprecedented hopes,especially the rapid development of "two micro ends",which has injected fresh blood into the communication and marketing of film and television.Has been relatively small art film in the wave of new media age also have a new opportunity,is also facing new difficulties and challenges.How to pinpoint the location,in the new era background for development for literature and art film is crucial.Some changes have taken place in the new era of literature and art films,relatively have more development space and opportunities,theme and writing style are more colourful,though still relatively small but also received more attention and recognition.The movie history of romantic die has the typical features of the new media era of literature and art films,and on the analysis of its communication strategy will help you explore the new media era communication strategy of the common problems in literature and art films,for art film communication strategy of improving feasibility Suggestions.Through the analysis of the movie "the romantic history of death",the film’s communication strategy there are still some problems,such as not fully interact with the audience,failing to integrate a variety of transmission channels of communication as well as schedule arrangement is unreasonable and so on.According to the case and the development of literature and art film market situation summary of literature andart films in the spread of problems adapting to requirements,and to develop a complete and the system of communication strategy.It is imperative to develop a new trend to cater to the new media era.Therefore,this article tries by the movie "romantic history of death" view analysis of the current communication strategy literature and art films.A summary of literature and art film spread the deficiencies and problems and puts forward corresponding Suggestions,to the new media era art film can use communication strategies to make summary and improvement of breakthrough type restrictions for literature and art film.There are both word-of-mouth box office,a small contribution for long-term development.更多还原