A Study On The Communication Strategy Of Screenplay In Network Novels From The Perspective Of Fans Culture

The mass culture has the characteristics of commodity,popularity,popularity,entertainment,dependence on mass media and value sharing.From the Frankfurt School of Horkheimer and Adorno in the "Dialectics of apology" put forward the era of cultural industry,to spread the technological revolution continue to promote the development of the "Internet +" era,the manifestation of the commercialization of culture is evolving and changing.Since the development of cultural products in the media market has occupied a very important position,it can be said that there is no form of rich and varied cultural products,people's spiritual world will face a huge "spirit" famine.Fan culture is multidimensional.As a branch of popular culture,its formation must be based on the basis of mass culture;the audience has a strong purpose,the formation of groups for common interests,and conduct independent communication behavior,this kind of consumption and identity established the unique style of fan culture,showing the positive,active and recognized sub cultural characteristics;As a media culture,fan culture is formed in the process of Internet integration and convergence of all media.It also depends on the integration of three dimensions of interpersonal communication,mass communication and Internet communication,and also has a diversified post-modern cultural form.Starting from the perspective of fan culture,this thesis takes positive audience theory,media convergence and communication effects as the theoretical support,and explores the universal social phenomenon of cultural communication with an advanced view.The spread of the network novels is essentially the spread of culture.Cultural strength represents the strength of a country's soft power.Cultural market prosperity or not,relying on the cultural creation is a vigorous vitality.Since“You who came from the stars " in the whole of China set off a " fried chicken beer " trend,Korean dramas in China not only successfully spread the Korean traditional culture and popular culture,but also occupy half of China's TV market,at the same time,its brand image building in the international cultural market has been far ahead of china.In addition,such as the fine production and rich subject matter of the United States,the British drama,also often become a domestic drama learning template,there are more other aspects worth learning and improvement.The past two years,China's cultural market there has been a fiery new phenomenon;the media called it " IP adaptation”,it is adapted to the subject of large literary works,network fiction,comics,games and other fields.China's TV drama market and the network literature market because of the heat of the screenwriter to achieve a win-win situation.The analysis and study of the transmission strategies of the writers not only affirmed the success of the cultural media transmission,but also shifted the focus of communication research from technical media to practice,and to explain the communication activities of cultural products from a new angle,thus enriching the audience to a certain extent,Media,communication effects and other theories.The integration of media has become a powerful technical support for the adaptation of drama on the Internet,and to a great extent,to promote the dissemination of its effects,thus making a positive verification of the agenda setting.Digital technology has spawned one-on-one,one-to-many,and many-to-many networked communication and communication activities.The idea of separating mass communication from interpersonal communication,online communication and offline communication is increasingly untenable.The active audience carries on the intense purposeful dissemination activity and the text creation activity in the network digital media platform,not only reflects the communication and maintenance of social relations across different social and cultural contexts,but also strengthens the position and function of the audience in interpersonal communication and network communication.Also shows that "Internet plus TV" multiscreen transmission mode for the network novel drama spread provides strong support force.To build a good atmosphere of cultural communication,we need constant innovation.Today,in the fierce competition in the cultural market,not only to create high-quality cultural content is the key,innovative cultural communication strategy is equally important.This article through the fan culture theory,active audience theory,media culture theory to establish theoretical support;design the questionnaire,establish the scientific data support;then it studies the communication strategies of the network novel adaptation from the aspects of communication content,media,audience and effect,to understand the network novel adapted from the screen selection of communication strategies and the use of the principle of communication,to provide reference for the dissemination of new cultural products in the future.