| With the comprehensive prosperity of the film and television culture market in China,such as movies,TV series,Internet Movies,and web series,the "Medium Video" in the film and television commentary category,which use film and television works as original material,is also increasingly flourishing on various Internet platforms.With professional background in film and television knowledge,the producers of this kind of "Medium Video"deconstructed the long video content and produced the pan-knowledge video content with excellent quality.Combined with the short,flat and fast production methods and distribution modes of short videos for Internet dissemination,and eventually formed a high video views and popularity.In this paper,taking the "Medium Video" in the film and television commentary category as the research object,systematically sorts out and interprets its content characteristics,explores the influencing factors of its audience’s continuous "watching" willingness,and discusses its multidimensional comprehensive value.This research is mainly divided into the following parts:Firstly,it summarizes the background,concept and development status of "Medium Video" in the film and television commentary,and determines the research model and research method based on the literature review and research theory;Secondly,in the main research of this paper,based on the framework theory,the content of "Medium Video" in the film and television commentary category is used as the interpretation text,and the content analysis method is used to interpret the "Medium Video" in the film and television commentary category at three levels:high,medium and low.Then,use these levels to respectively interpret theme frame,narrative frame and discourse frame,and summarize the characteristics of its content:the topics are mainly related to suspense,comedy,crime,action and thriller dramas,and most of them are rated as high and low.There are many film and television works in the production areas of the United Kingdom and the United States;according to the different types of film and television works,the narrative will choose the omniscient perspective or the limited knowledge perspective to interpret in different ways,showing diversified narrative characteristics;the discourse expression will combine the types and scenes of specific film and television works,use different tone systems,modal systems and evaluation systems to form different expression contexts,presenting certain discourse expression strategies.Secondly,based on the theory of perceived value and expectation confirmation theory to establish a conceptual model of the continuous"watching" willingness of "Medium Video" in the film and television commentary category,and a questionnaire survey method is used to conduct an empirical study on the audience’s continuous "watching" willingness.The continuous "watching" willingness of "Medium Video"in the film and television commentary category is mainly affected by the value of the "Medium Video" content itself and the entertainment value it brings,as well as the satisfaction of"watching".Thirdly,on the basis of the data of each stage above,combined with in-depth interviews,this paper conducts a two-dimensional value discussion on the "Medium Video" in the film and television commentary.One dimension is reflected in the cultural reproduction value that conforms to the law of communication;the other dimension is reflected in:it finds the point of convergence between elite culture and popular culture,and completes the popular aesthetic expression.Finally,under the relevant national copyright policies,this paper makes some reflections on the "Medium Video" industry in the film and television commentary,and provides some suggestions for regulating copyright,content production and monetization channels.The innovation of this research:In terms of content,it comprehensively uses qualitative and quantitative research methods to systematically interpret the emerging video form of"Medium Video" in the film and television commentary,and forms a clear and comprehensive understanding.In terms of motivation,conduct empirical study on the influencing factors of the audience’s continuous "watching" willingness,and then further explore the reasons for the popularity of "Medium Video" in the film and television commentary category.In terms of value,explore and discuss it in the cultural and mass communication level,and give suggestions for the "Medium Video" industry in the film and television commentary. |
