Communication Strategy Study Of Mainstream Movies Based On The Fans Behavior Under The Context Of Social Media

In 2019,the National Day,China’s domestic film market box office performance is outstanding.This phenomenon film "My People,My Country" not only set a record for the highest-grossing tribute film at the box office,the top-grossing film in October 2019,but also took the fourth place in the 2019 domestic film box office.Why is there such a big difference in box office performance between "The Founding of a Republic","Beginning of the Great Revival" and "The Founding of An Army"?To study the film "My People,My Country" how to use the fans’ spontaneous participation in the communication in the social media environment to expand the film dissemination effect,and how to make the strategy for the future movies,especially for the future mainstream movies’ marketing communication strategy,it has certain reference valueThis study uses online ethnography,case analysis,content analysis and interview as the main research methods.The study takes the network social media environment as the observation field,takes the movie "My People,My Country’ and the fan community as the research object,focuses on the social media text,in order to obtain the explanatory conclusion to the research question.To limit the scope of the research text and object,The study will take Sina Weibo as the representative platform of social media to carry on the online observation,analysis and research.This study starts with the basic characteristics of movie fan behavior in the social media,exploring the behavior of fans of "My People,My Country",and puts forward the film communication strategy in the social media based on the fan behavior.The first chapter summarizes the research findings and views of Chinese and foreign scholars on fan behavior and social media communication strategies,and confirms the research method of this study.Through the presentation of two sets of data on the box office results and online word-of-mouth of "My People,My Countr",this study raises the thoughts on the social media communication strategies of the mainstream moviesThe second chapter unifies this study to the correlation literature material analysis,by way of comparison,to explain the changes in fan behavior in recent years.This can be seen in the following two aspects:firstly,fan activity has shifted from the real world to the online world,from BaiduTieba to SinaWeibo;secondly,data and online communication become more important.After the arrival of the new media era,the new communication mode has changed the way and habit of the audience receiving and processing information.The fan community,as an active audience,is one of the first groups to use and promote new media technology.They come together through social media,the emerging "public sphere",to take full advantage of social media’s power of communication and influence as a platform for internal discussion and external display.This process urges fans to participate in the communication behavior spontaneously,and is concerned by the film industry.The social media film marketing initiated by fans gradually becomes one of the important ways of the movie communication strategy.The third chapter explores the characteristics of the fan behavior through the case study of "My People,My Country".The study found that the main creative team of the all-star lineup brought a large number of fans to the movie.In addition to the attraction generated by the star directors and star actors,the anthropomorphic "A-zhong brother" also showed a strong appeal,and become one of the highlights of social media marketing methods in "My People,My Country".Besides,the active fan community through the active online and offline publicity,can effectively improve the spread and depth of the movie.Among them,the fancy "MEME" is to make the movie to break the inherent circle layer,to expand the dissemination of one of a good way.However,in the process of research,we also found the disadvantages of over-participation of fans in the process of movie dissemination:firstly,if the film industry pays too much attention to a small group of fans,it is easy to lose more of the other audience;Secondly,fans’ strong desire to talk and their active participation lead to the by-product,virus-like spreading,which hinders the extraction of effective information;Finally,all social media marketing should be based on the quality of the movie’s content so as to avoid the negative influence that results from excessive and blind fandom.In the fourth chapter,the author summarizes the above three chapters,and puts forward some suggestions on the communication strategy of the future mainstream movies through the research on the spread effect based on the fans’ spontaneous participation:Firstly,content is the most important part,movie quality is the basis and premise of all movie communication strategies;secondly,realize the advantages and disadvantages of the"all-star" model,we should not over-superstition "stars" and "fans";thirdly,the appropriate schedule is one of the important factors to promote the mainstream movies to become a "hot cake";Fourth,the mainstream movies can be skillfully borrowed from the commercial movie communication strategy and mode,making mainstream movies commercialized.To sum up,in the social media environment of market economy and fan economy,the film side of the mainstream movies should correctly recognize the power of "stars" and"fans",and take advantage of the fan effect,it will help the movie achieve better dissemination effect.