| In recent years,a number of main melody films have achieved good results in the box office ranking of Chinese films,and main melody films are gradually prominent in people’s vision.Main melody films combine with other popular genres to add a lot of interest.At the same time,with the arrival of the new media era characterized by media fusion,the dissemination of main melody films is also influenced by subtle influences.With the emergence of social media,the publicity and promotion of main melody films inclines to diversification,interest,interactivity,timeliness and other aspects.Among them,microblog,as a kind of social media widely welcomed by netizens,has strong advantages in terms of the breadth and depth of communication.Because of its huge commercial value,microblog has been favored by major directors and film promotion teams,and has become the base camp of film and television propaganda.This study takes the official microblog of the main melody films as the research object,takes Fairclough’s three-dimensional discourse analysis framework as the research path,and uses crawler software to capture relevant information.According to Fairclough’s three-dimensional critical discourse analysis framework,this paper makes an in-depth analysis of the discourse of the official microblog of the main melody films from three aspects: text analysis,discourse practice and social practice.Through analysis,it is found that,in terms of text,the official microblog of main melody films is mainly carried out by centering on the film itself and using related characters for publicity,and uses network language for content creation,highlighting highlights through specific punctuation marks,which adapts to the language environment of microblog to a certain extent.In terms of discourse practice,the official microblog of the main melody films realizes the focus of audience’s attention and the expansion of discourse propaganda scope through the function of top and forwarding.In terms of social practice,the development of main melody films,the change of social soil and context,the presentation of discourse order and power affect the content creation and release of the official microblog of main melody films.Through the analysis of the above three dimensions,this study finds that the official microblog of the main melody film has a special release node and has the uniqueness of interacting with mainstream media,which makes it have a special communication advantage in the microblog platform.However,the main melody film’s official microblog still has some problems,such as discourse style partially divorced from microblog context,microblog content output quality is poor,and topic interaction is insufficient.On this basis,this study puts forward the following four suggestions for improving the official microblog of main melody films: first,improve the diversity of content forms;Second,keep up with the hot spots,create content to be rich in network sense to close to the audience;Third,add interactive links to narrow the distance with the audience;Fourthly,the release time should conform to the interaction rules of microblog users,so as to obtain better interaction effect.It is hoped that this study can provide reference for the content release of the official microblog of theme films in the future,so as to improve the publicity effect. |
