Research On The Film Consumption Value In The Internet Age

With the coming of mobile internet era and constant advancement of structural reform on the supply side,the film industry,developing rapidly driven by capital and policies over time,has gradually hit a plateau,therefore,content-driven films and demand-driven films are the necessary choices to transfer from quantity to quality in the new era.The rising of internet has promoted the evolution of features in film industry,and also caused great changes in consumption pattern and concept,leading to variable consumer motivations and complicated influential factors.Against this background,we should clarify consumption demands and characteristics based on the current situation and existing problems of the film consumption as well as the complicated and variable consumption environment in our country to find out the consumption values of the films and the internal logic of consumers' selection,which will be favorable to the pertinent creation and marketing for the film industry.The consumption value of the film is a subjective evaluation of consumers on the satisfaction brought by film consumption.People will perceive five values:functional value,social value,emotional value,cognitive value,and conditional value when making a selection among different films.These five values are not only stemming from the film itself,but also subject to some external factors such as:time,politics,society,technology,etc,which is the unity of demand and environment.Meanwhile,subject to the factors like:individual's social experience,appreciation level as well as society and culture,the consumption values of the film are not fixed but present features such as:subjectivity,dynamics and integrity,etcIn the traditional film industry,the film consumer is always regarded as the receiver and consumer of the values,thus the interaction and exchange among consumers are never taken seriously due to the limit of scope.While in the internet era,the internet links all people,and infinitely amplifies the influence of the consumers,which guide the direction of film consumption through transmission,creation and community to realize the creation of consumption values of the film.The promotion of consumption values should not only focus on film content itself to enhance its cultural meaning,but also face up to the subject position created by the film consumers who should be encouraged to actively participate in the creation of film consumption values through guidance and interaction,encouraging creation and platform reinforcement,etc.