Context·pattern·strategy-Research On Chinese Portal Drama In Communication

In recent years, our country has entered the network era, media fusion is experiencing the process from partial fusion to integration, interactive new media changes habits of modern audiovisual subtly. Multiple forms of film and television art which based on advanced digital network and communication technology emerge endlessly, the portal drama just the prominent kind of that.Chinese portal drama is disseminated in its unique environment, its production and dissemination is conducted in the context of social economy, politics and culture.The drama is absorbed the essence of traditional drama and also has unique distinctive new media features.This article is based on the current situation of the development of portal drama, combs its development and evolution, summarizes its type characteristics and subject classification, starts from researching on its communication context, analyses the deep reasons and driving force of its dissemination and development. This paper is based on the traditional communication mode theoretical framework, analyzes the propagation process of Chinese portal drama, and innovatively sums up its propagation patterns: interactive aggregation pattern and interactive fission pattern. Then based on the propagation process of portal drama, analyzes its communication strategy based on the portals and beyond the portals, analyzes the reasons of usage as well.This paper is based on three aspects, supported by the theories of communication, draws lessons from existing studying achievements, combines with concrete examples, analyzes the commonness and characteristics of Chinese portal drama in the process of propagation, explores the existing problems and prospects, and provides referential experience for the development of portal drama.