Research On Interactive Production Mode Of The Web Televion Series In The Perspective Of "Productive Audience"

"Productive audience" is a new view on the research of audience proposed by John Fiske in the 1960 s to 1980 s. This theory was questioned to some extent when newly proposed, but with the development of the media technology, especially the arrival of the Internet era, more and more facts have proved the rationality of the theory. At the same time, with the development of network technology and the increase in the number of network video users, the Web televion series has developed quickly in the past two years. The quality is getting better and better.The influence is also growing. But at present, the production mode of the domestic Web televion series is still similar to the traditional TV drama, not making full use of the properties of the network and the productivity of the network drama audience.How to get the audience to participate in the production of the Web televion series and activate the audience’s cultural production capacity is a question worthy of study.The Web televion series Darker of Tencent Video created a new mode on using the productivity of the audience. Darker is the first Web televion series to take the concept of "national producer" and its production and communication is based on the interaction with the audience. The promotion of interaction with the audience make the drama jumping out of the original production mode of film and television.This new mode of production and the needs of users formed a "Associated relationship" and "Win-win outcome".So it sets a new benchmark for interactive Web televion series.Therefore, the new changes in the Internet era of “the productive audience” is the breakthrough point of this article.Combined with the production and communication of the two quarter of Web televion series Darker,Using content analysis and other methods, this article analyzes the “interactive production mode”from the choice of theme to the script, and then to shoot and broadcast,as well as the broadcast feedback and modification and the creation of new texts, etc. At last, the arrangement and induction, evaluation and thinking of this model are summarized to provide some suggestions for the domestic Web televion series, and even the production of traditional drama.The success of the mode of interactive production in the “Darler” prove that the concept of “productive audience” has been extended and the developed in the age of the Internet. Audience’s production not only includes the multiple interpretation and the production of meaning and pleasure about original text, but also includes directly involving in the production of new text. From "the production of meaning" to "the production of new txt", the production of the audience has been further developed with the help of media technology.