| The main theme films and TV dramas are important carriers to express mainstream ideology in China.Such films and TV works are an important way to publicize core socialist values,enhance national pride and enhance cultural self-confidence.In the era of traditional media,they are mainly spread through radio,television,cinemas and other channels.The popularity of mobile phones and other portable communication devices has brought us into the information network era.The audience has begun to become information producers,disseminators and consumers.The network has nourished the development environment of participatory culture.Participatory culture gives the audience more diverse participation rights,breaks the communication barriers between different media platforms,and promotes the secondary communication of information.Secondary communication has the characteristics of low communication cost,fast fission communication speed and high audience participation,which can effectively improve the communication effect of information.Therefore,a systematic study of the secondary communication mode and communication effect of main theme films and TV dramas on the network is conducive to better carry forward the theme culture,which has important theoretical and practical significance.The purpose of this study is to take main theme films and TV dramas as the research object,and comprehensively use the literature analysis method,case analysis method,questionnaire survey and other research methods to carry out in-depth research on the mode,effect,problems and Development Countermeasures of the secondary communication of main theme films and TV dramas.First of all,it reviews the development process of main theme films and TV dramas,and summarizes the transformation of their communication mode.Secondly,it focuses on the secondary communication mode of main theme films and TV dramas in the participatory cultural environment from the perspective of audience participation,that is,it divides the secondary communication characteristics of main theme films and TV dramas into three levels:comment,creation and integration,And through the specific case analysis of different levels of participation forms and presentation effects.Thirdly,it makes an empirical study on the secondary communication effect of main theme films and TV dramas.On the one hand,it analyzes the overall communication effect according to the ratings and communication data of each platform.At the same time,it summarizes the deep effects of the audience at the three levels of cognition,attitude and behavior based on the statistical analysis of the communication effect questionnaire.Finally,in view of the problems existing in the secondary communication of main theme films and TV dramas,this paper further puts forward feasible communication optimization strategies,and puts forward reference suggestions for the better communication of main theme films and TV dramas.Through this study,it can be seen that the participatory culture has improved the communication effect of main theme films and TV dramas,especially the audience’s participation and interaction has further expanded the secondary communication of main theme films and TV dramas.At present,main theme films and TV dramas should adhere to the parallel of openness and guidance,and create a communication image guided by ideological value;Give full play to the advantages of audience participation,integrate more interactive elements into the communication content and form,and meet the emotional and mainstream cultural needs of the audience;Promote the linkage communication between the media,imperceptibly attract the attention of the audience in the normal main melody communication environment,establish the collective emotional connection of the audience,and maximize the communication value;Through planned communication,the continuity of communication effect can be realized,the long tail effect in communication can be enhanced,and the collective memory of the audience for main theme films and TV dramas can be effectively constructed. |
