On The Pan-entertainment Orientation Of Network Drama

Since the 21st century,along with the development of information technology and imaging technology,people have owned radio,television,computers and various mobile electronic devices.Under such a technical background,the new media era has rapidly swept people's lives.It has also changed people's way of life,and the "entertainment" phenomenon that already exists in the TV age has also developed into the "pan-entertainment" phenomenon in the catalysis of the Internet.At the same time,the network drama is also a new television form based on the Internet platform.After several years of savage growth and the thick development of chaos at the beginning,China's domestic network drama has gradually formed a user group and the size of the market is very large.Network drama is also affected by the tide of pan-entertainment,resulting in a lot of market chaos,so this paper intends to study and analyze the phenomenon of pan-entertainment of network drama.Although the development of online drama is relatively late,but the number of online drama is very considerable,so this paper intends to study the subject matter of nearly five years of hot networkdrama series,taking the top 20 episodes per year from 2014 to 2018 as research samples.And carries on the data statistics and the analysis to the corresponding subject matter choice and the subject matter change trend.The results of data analysis show that entertainment theme is still the mainstream of networkdrama,serious theme creation is gradually becoming entertaining,and the number of sub-cultural themes is also increasing,so the network drama is only from the perspective of theme selection.We can see the prominent presentation of entertainment theme in the network drama,which is reflected in three aspects:the mainstream trend,the serious theme entertainment and the subcultural theme quantity increases continuously.At the same time there are four phenomenas which arethe vulgarization of creation,the carnivalesqueaudience watching,the pan-entertainment of marketing and the rise of sub-culture and other four main characteristics.Then this paper analyzes the causes of the general entertainment phenomenon of network drama from the three angles of technology orientation,cultural background and market environment.From the technical point of view,the innovation of technology makes the masses change from text consumption to image consumption.The development of Internet media also has a great impact on the media industry,and network drama is more suitable for the development of sub-culture than TV drama in the information age.From the cultural background,the growing spiritual and cultural needs of the masses and the lower cost of appreciation of the pan-entertainment network drama,as well as the long-repressed demands of expression of the bottom masses,to make stress-relieving spiritual Utopia more popular.And then the trend of thought of modernism also makes the network drama show the characteristics of pan-entertainment.At the same time,the network drama industry is a sunrise industry,of which the industry chain has obvious Internet characteristics,and the encouraging policy of the government for the network drama also makes the network drama industry in a relatively loose market regulatory environment,but also because the market regulation is relatively loose.Profit-driven network drama market has also produced a lot of chaos,resulting in the further spread of the phenomenon of pan-entertainment.Finally,this paper puts forward the breakthrough path of network drama creation from the angles of creation,government supervision,industry autonomy and propaganda orientation,and thinks that the network drama should improve its original ability and establish a market chain with high efficiency and virtuous circle,play a positive role in promoting the mainstream values of film and television works,cooperate with the reasonable and effective government supervision to stop the further spread of the network drama entertainment phenomenon,promote the benign and sustainable development of the network drama industry.