明星专业能力和媒体资源对电影质量的影响  

Effect of Superstars’Professional Ability and Media Resources on the Quality of Movies

作　　者：张鹏[1] Zhang Peng

机构地区：[1]浙江传媒学院文化创意与管理学院,浙江杭州310018

出　　处：《传媒观察》2020年第10期73-81,共9页Media Observer

基　　金：浙江省软科学项目(2020C35050)阶段性成果。

摘　　要：依据超级明星理论和信号传递理论,明星专业能力的信号表现为历史票房和获奖,明星媒体资源的信号表现为媒体关注度,这些信号如何影响电影质量值得深入探讨。使用2012—2017年上映的552部国产电影微观数据,通过OLS估计和SUR模型,探讨了明星的信号对电影质量的影响。研究结果表明:明星的历史票房、获奖和媒体关注度对电影的商业表现有显著的积极影响,媒体关注度对电影的艺术赞誉有显著的消极影响;明星的媒体关注度正向调节明星历史票房对电影商业表现的影响,负向调节明星获奖对电影首周票房的影响,在明星专业能力对电影艺术赞誉的影响中无调节作用;无论明星的专业能力、电影票房的市场增长率是否存在差异,明星的媒体关注度都对电影的商业表现有显著的积极影响,对电影的艺术赞誉有显著的消极影响。研究结论对引导明星行为、提升电影质量具有参考意义。Based on superstar theory and signaling theory,superstar’s professional ability signals are box office history and awards whereas media resource signal is media attention.How these signals affect the quality of movies is worth in-depth study.Using 552 micro-data from 2012 to 2017,this research discusses the impacts of star signals on the quality of movies by OLS and SUR.The results show that the box office history and awards and media attention of superstars have a significant positive impact on movies’market performance.Media attention has a significant negative impact on movie’s artistic excellence.Superstar’s media attention positively moderates the effect of superstar’s box office history on box office,negatively moderates the effect of superstar’s awards on opening weekend box office,and has no moderating effect in the influence of superstar’s professional ability on movie’s artistic excellence.Whether or not there are differences in the superstar’s professional ability and movie market growth rate,media attention is always a positive quality signal of market performance and a negative quality signal of artistic excellence.The findings provide theoretical support for stars behavior guidance and movie quality improvement.

关 键 词：明星 专业能力 媒体资源 电影质量 信号传递理论 

分 类 号：F063.2[经济管理—政治经济学]