The Research On Value Propagation Of The New Mainstream Blockbusters Based On The Net Generation Audience

The New mainstream Blockbusters that have emerged in recent years have performed well at both the box office and the word of mouth,providing some possibilities for disseminating mainstream cultural values,realizing value guidance and cultural output.The net generation audience,who are the main target of movie consumption and the target of new mainstream large-scale dissemination,grow up in the Internet environment and are accustomed to the state of “network survival”.Specifically,Net generation audiences exhibited the characteristics of networking,emotional,and large-scale behavior in the consumption of movies and the movie appeals of "miraculous visions,emotional venting,and rational thinking" under the psychology of novelty,entertainment and self-identification.However,in the multi-screen consumer environment of mobile Internet,their pursuit of the ultimate audiovisual wonders and emotional venting has been continuously strengthened,and the appeals for rational thinking and forming a value recognition has been hidden deeper.Therefore,the formation of entertainment consumer preferences and viewing interests affect the coding strategy of mainstream value concepts by the creative team and publicizing strategy of the film by the the promotion team.In the network consumption environment,the value propagation of the New mainstream Blockbusters,which aim at net generation audience,is a process of propagating and spreading mainstream content through multiple channels of dissemination from diversified propagators.Specifically,there are two driving forces,which one is the first dissemination of the mainstream values packaged in the film texts by the film's creation and dissemination team through the traditional distribution channels,online ticketing platforms,and broadcast platforms,another is the reproduce propagation form net generation audience through the sharing platforms.Therefore,they form a highly efficient and interactive communication system consisting of multi-channel propagation and multi-channel feedback,which composed of coders(creative subjects,net generation audience),channels(traditional distribution channels,online ticketing platforms),decoders(broadcast platforms),transcoders(net generation audience),and feedback channels(online ticketing platforms,sharing platforms)for cultural values.In short,it can be decomposed into four main links,which are the value coding by creative team,the publicity andpromotion of films by publicity team,the value decoding by the net generation audiences,the feedback and re-dissemination of the net generation audience.At present,in the case of democratization of audience,diversification of subject,mainstreaming of content,platformization of channels,and short-term effects,although the New mainstream Blockbusters occupy the mainstream in the domestic market and win the reputation of the audience,they still face the dilemma of value guidance and internationalization from the perspective of their value transmission.Bollywood's experience in optimizing the value coding through international transformation and the Hollywood film's ability to reduce the decoding threshold through cultural integration provide inspiration for the optimization of the value propagation of the New mainstream Blockbuster.It is of positive significance which about realizing the "going out" of culture and value guidance through New mainstream Blockbusters to expand the connotation and extension of mainstream values under an open and inclusive cultural attitude,to innovate the encoding strategy of mainstream values based on guiding principles and respect principles,and to grasp the “entertainment”scale.