Research On The Form Of Network Self-made Drama And Its Dissemination

The Internet provides technical support and funding for the emergence of network homemade dramas.The state not only provides mass supports for the development of online literature and art,but also a sound macro environment.After experiencing multi-party competitions,major video websites have basically formed an industry pattern with iQiyi,Tencent and Youku as the first echelon.In order to control the copyright price and realize the monopoly of the solo resources,various video websites have invested in the production of self-produced dramas.The network self-produced drama satisfies the main needs of the“Net Generation”consumers,caters to the fan culture,and has received extensive attention from consumers and the market.Taking the iQiyi website as the main case,the thesis studies the development overview,form presentation,communication strategy,effect as well as predicament,and then provides an outlook for the future of media fusion and "video" drama.Taking 2014 and 2017 as the time nodes,the paper divides the development process of the iQiyi network self-made dramas into three stages:the pre-test stage(2010-2013)and the mid-term“butterfly change”stage(2014——2016)and late maturity stage(2017 to present).The author analyzed all the content of Iqiyi's online self-made dramas and found that it has the typical characteristics of scale and type,full coverage and "phenomenon level",serialization and branding,multi-party cooperation and breakthrough innovation.Analyzing all the data about the iQiyi network homemade drama in Douban and counting the top ten word-of-mouth repertoires with the highest scores and the ten lowest-rated cold repertoires,the author found that the high-scoring episodes of the iQiyi network self-produced drama have three Developmental tendencies:high-story stylization,depicting social beings,and embedding Chinese characteristics in terms of geography,culture,and narrative,while low-scoring episodes are related to IP generalization and different production levels,and the change of audience aesthetics as the time going.The audience don't like the past stage of "stupid white sweetness" anymore and put forward higher requirements for the drama series of“replicating feelings”.The communication strategy of iQiyi network self-produced drama emphasizes"user experience first",using technical means,and big data for precise marketing,adjusting the way of broadcasting to adapt to market changes,operating fan groups to improve user loyalty,and taking IP as the core value for carrying out the ecological layout of the entire industry chain to achieve commercial realization.iQiyi creates a " shadow bar" based on social networking of friends and a barrage and bubble circle based on social circle of interest.It brings great user experience through the community of entertainment environment,and tries to make users get a great community " immersion" and the feeling of satisfaction of the fan community aggregation.The paper examines the communication effect of the iQiyi network self-made drama from the four dimensions of the barrage,the iQiyi official website,the score evaluation of the watercress,and the broadcast volume of the bone data.It is found that the netizens often use the barrage to spread the game.For the purpose of happiness,the group carnival is carried out in the form of "memory point refinement" and "playing and grafting".In the Douban Review,netizens expressed their appreciation for the drama and plot restoring real life and outputting positive values.Due to the asymmetry of communication resources,the communication effect of iQiyi network self-made dramas is unbalanced,which is manifested in geographical differences and group differences,word-of-mouth and public opinion(IP,Stars and Tucao)can strengthen the "memory point" of communication,which is an important factor in achieving good communication results.Driven by the logic of capital,the problem of online self-made drama is to adapt to the market so as to wear out personality,excessively pursue entertainment leading to kitsch and pursue commercial interests but ignore social influence.The three-party game of policy regulation,moral customs and market demands has caused the network self-made drama to fall into the predicament of communication.In the future,video websites should produce better online works that are more in line with social expectations under the joint efforts of government regulation,citizen supervision and video website self-discipline.Looking into the future,under the background of media convergence,there will be more dramas in the " video" drama market,such as vertical screen dramas,interactive dramas,and " self-recording" dramas that closely follow the development of the times.