Analyze The Development Of Shanying's Works In The New Media Environment

From "Rush to Northeast"to "Nirvana in Fire" to "when he comes,please close your eyes,in the new media environment,Shanying,as TV content production,,constantly change their mode of production and propagation mode.TV dramas are a part of popular culture,audience with different interpretations would produce different meaning.The environment of new media would broaden audience's horizon of watching,extend the understanding of the TV series,bring more choices for audience.Facing the change and development,Shanying means to grasp the development trend of the TV series and circulation,and will continue to show quality stick to his past.Only in this way can Shanying continuously to adapt to the changing environment and the audience.In this paper,we will analyze text interpretation of Shanying's TV dramas with John fiske's popular culture theory of "pleasure" and analyze the change of audience based on its "producerly text" theoiy.Based on therelationship of the audience's experience and the dynamic popular culture in new media environment,as a breakthrough point,summarize the advantages of Shanying works,analyzes its success experience,at the same time analysis Shanying existing problems and the insufficiency in the production of TV series,and to explore the Shanying future communication strategy.On the communication strategy of exploration,this paper takes John fiske productivity "fans" and "two kinds of economy" as the theoretical basis,analysis the "financial economy" and "cultural economy",put forward that in the process of circulation of television,we need to extend the profitability of TV drama at the same time,and pay attention to the consumption of cultural economy.This article is divided into four chapters,the first chapter analyzes the new media environment,the change of the social political and economic and Shanying drama development,and environmental change creates new communication strategy.The spread of TV context in the new media environment.The second chapter,based on a questionnaire concerning the Shanying audience this article,explores that the audience read the text in the new media environment change,and the changes of audience of TV content selection and transmission means.In the third chapter analysis the reasons why the existence of Shanying's TV work being called a phenomenal,summarizes successful experience,also put forward the deficiency existing in Shanying development.The fourth chapter is the above problems puts forward analytical Shanying communication strategy under the new media environment.This article used the literature analysis,text analysis,questionnaire method.Based on the communication effect and audience research,combining with the relevant papers and TV series,communications and other fields of theoretical results,and several representative works by Shanying creation as a case,the research on the development of Shanying by stages.For its development,the change of the audience and Shanying facing new changes in the new media environment,such as sorting and analysis of the situation,and a communication strategy and development direction for the future of Shanying do brief analysis,makes the whole paper is constantly,the specific research object,in order to further explore the issue.