The Survival And Development Of The Mainstream Film In China Based On Media Ecological Studies

As an audio and visual art and widely beloved mass media,film has the specialties of high-tech,high added value.Also,the film industry is a high costed and low environment polluted cultural industry.In 1993,the State Administration of Radio Film and Television and the Ministry of Culture issued the rules for the implementation of the reform of film industry,since then,the film market of China was highly grown from 0.86 billion to 29.6 billions in twelve years from 2002 to 2014 and became the second largest market of the world.The high growth of the market shows the importance of the film industry in mass media.As an special form of film,the highest value of the mainstream film of China is its expression of the main ideology.The expression is also a evidence of its social value.The film market of China has been strongly impacted since the first import of foreign film in 1994,in the meantime,the economy and culture reform of the society lead to a big change of the audiences.Under these circumstances,the mainstream film of China grows anxieties of both the market and the acceptance of the audience.Reform is the only way to deal with these two anxieties,from ‘Super Typhoon’ to ‘As The Light Goes Out’,from ‘The Assembly’ to ‘The Message’,and from ‘The Birth of New China’ to ‘The Founding of A Republic’,the mainstream film has showed us its way of reform.Media ecological studies has the conception of green,sustainable and systematic,it considers the media an organic system,and emphasize the interaction of both inner and outer part of the system.And the system developed itself in this interaction.This paper is a cross-discipline research with media ecological studies,communication and filmology.It analyses the media ecology of China at first,and divide it into ‘time of marketization’ and ‘time of digitization’ from 70 s,then chose the Media Ecology as the whole context to research the reform of the mainstream film in China.To put the mainstream film under the fields of the Media Ecology,the author chose to study it from some macroscopic view:the ecology of the politic area,the ecology of the economic area,ecology of audience and also its inside area such as ecology of the communication and ecology of the symbol.The media ecology of the film industry in China has changed greatly during several decades,the change of the politic and economy gave both software and hardware of film industry a huge growth.The change of the audience gave a big opportunity to the commercial film.However,these changes didn’t matter the mainstream film greatly,they just followed their old ways to make films.That’s also the reason of two anxieties mentioned above.After 2009,some mainstream film succeed in both market and the acceptance of the audience,they all followed the rules of maketization,some used famous actors or director,or invest large amount of money in marketing,such as ‘The Founding of A Republic’,‘Zhang Side’ and ‘The Revolution of 1911’;the others absorbed the narration of the poplar American film,such as ‘The Message’,‘Super Typhoon’ and ‘As The Light Goes Out’.The digitization and technology of the internet are two key words of the ‘time of digitization.Their progress pushed the media technology to developed in a diversity way.The fast birth of the new media showed us the trend,it’s also the key for the mainstream film to get over with this awkward situation.Such as micro film,it has the characteristic of low threshold and public good,which makes the expression of the theme of the mainstream wider.Also,compare to the regular mainstream film,the daily theme of the micro film is easier for the normal audiences to accept.The new platforms of the internet,such as video sites and distance learning sites,provide divers and low-cost ways of the secondary screen for the films.For the mainstream film,the video sites could stimulate the ‘long tail effect’ of the mainstream film in culture industry;And the distance learning site could be a good service for the party members and students,for the free resource they can use.The educational and political function of the mainstream film would also continuously work on the internet platform.