Analysis Of The Network Of Domestic Drama Hit Phenomenon

The cultural industry was advocated to strongly develop in China by the 17th Party' Congress. As an important branch of cultural industries, the TV industry has made the sharp increase in production every year, but has to face a problem of "more bad play, but less good" because of the lack of awareness of innovation. However, the author noticed that the network propagation effects became the very important factors in the success of some good TV works, such as "Latent", "Soldiers Assault". This paper studied these two TV works, in order to explore the rules of their successes and to provide some new ideas to the TV industry.The theoretical support of this research is the media scholar John Fiske's concept of productive audiences, that is to say, in this theory, the audience is also the communicator, creatively produce the new meaning of the open text in the re-dissemination. This view successfully reveals the reasons of a TV show was able to create a strong network communication effect on the internet: firstly because the drama text itself is open to different audiences who can participate in the same text based on their life experience and create their own meaning by establishing a link between television text and their cultural knowledge background. On the other hand is due to the network and its function of "center off", the network naturally has the open star's structure and interaction, which make the audience on the network take advantage of the BBS, Blog and other communication media to transmit and spread the different interpretations of the TV text. This paper made the effort to study the extensive transmission phenomenon of this two TV shows on the internet in order to confirm the rationality of productive audience view, in order to provide empirical basis for this theory. More importantly, the author has found in the process of research that the audience in the internet showed the strong initiative of spread and creative interpretation, which can make the social effects of the drama and its economic benefits more widely, and thus finally forming a new improve of productivity. The findings in this study based on the investigation and analysis to the productive audience in the network, and the conclusion that the audience in the network will ultimately form new productive forces, are my own extension understanding of John Fiske's concept of productive audience.Based on the above point of view, through a combination of theory and practice, the author has analysed the interpretation of the "Soldiers Assault" text by the drama fans on the BBS, and the interpretation of "Latent" text by the drama fans in the Blog, found that the open text enables different audiences involving in the production of the meaning of the same text, and these productive audience will take advantage of BBS, Blog and other communication media to unscramble and communicate the drama text, which makes communication effect of maximizing the geometric multiples, so the existence of the productive audience in the network is the key to the success of the TV plays hot broadcasted once again in the TV station and the network.Through the empirical analysis, the author believes that the network is to produce a natural breeding ground for the productive audiences, and the audiences have demonstrated the strong initiative in production and creative interpretation of communication, which is able to make the drama has the social and economic effect of a geometric multiples. The productive audience is the small group of the audiences with a great number of people, but the power of the productive audience is huge, and this is what the author hope the TV producers to notice. Due to the institutional objective reasons, the Internet faces the problems such as infringement piracy and the poor resolution. The author has a tentative view that the TV producers should seize the opportunity of Three Nets Fusion, because in this trend of the media convergence, our country will increase the efforts to support Internet companies and the access to the Internet will be easier, so Internet companies will have more opportunities to broadcast a variety of excellent drama. The network copyrighted process will also be greatly accelerated, through which the interests of TV producers and the broadcast platforms will be guaranteed.The purpose of any research is ultimately intended to guide practice, and the author hope that this research could bring Chinese TV industry a little inspiration:under the opportunity of Three Nets Fusion trend, the TV producers can get good television ratings begin with the openness of the drama text, and on this basis, strengthen the cooperation with the Internet, in order to make use of all kinds of media channels in the Internet and mobilize the Internet audience in the production activity, and finally open up the coexistence of a new variety of broadcast channels, three-dimensional, multi-layer interaction profit model.