电影口碑传播中的分化和整合  

Differentiation and Integration in the Word-of-Mouth Spreading of Movie Reputation

作　　者：蔡盈洲[1] 

机构地区：[1]江西财经大学人文学院,江西南昌330013

出　　处：《江西财经大学学报》2014年第6期110-117,共8页Journal of Jiangxi University of Finance and Economics

基　　金：江西省"十二五"社会科学规划研究项目"突发性群体事件中的谣言传播与影响研究"(13XW01)

摘　　要：分化与整合是数字网络媒体时代电影口碑传播发展的双重逻辑,两者缺一不可。只有分化没有整合会导致发展失序;只有整合没有分化则会失去发展动力。数字网络媒体为我国电影口碑传播发展带来了强大的分化动力,导致了电影口碑传播的全面分化,主要包括功能分化、角色分化和关系分化。这些分化具有促进电影口碑传播发展的正面影响,同样也存在负面作用。如果没有有效措施规避这些负面作用,就会危害我国电影业的整体发展。要保持电影口碑传播系统的良性发展,必须通过品牌整合、营销整合和交往整合等路径进行有效整合,充分发挥电影观众参与电影生产的主体作用,建构电影口碑传播系统发展的均衡机制。Differentiation and integration is a dual logic for the development of word-of- mouth spreading of movie reputation in the digital network media era, neither is dispensable. Only differentiation no integration will lead to disordered development; only integration no differentiation will lose momentum for development. The digital network media has brought a strong differentiation power for the development of word-of-mouth spreading of movies, leading to a comprehensive differentiation of word-of-mouth spreading of movies, including the functional differentiation, role differentiation and relationship differentiation. These differentiations have a positive impact on the development of word-of-mouth spreading of movies, and a negative impact as well. Without effective measures to avoid these negative effects, they will harm the overall development of China＇s film industry. To maintain the healthy development of the word-of-mouth movie spreading system, we must conduct an effective integration through such paths as branding integration, marketing integration and communication integration, give full play to the movie audience in the participation of movie production, and construct a balanced mechanism for the development of word-of-mouth movie spreading system.

关 键 词：电影口碑 分化 整合 

分 类 号：G206[文化科学—传播学]